Rain Wuyu Liu

Interests

Teaching

Public Relations; Intercultural Communication; Interpersonal Communication; Persuasion; Research Methods; Communication Campaign Design and Analysis

Research

Persuasion and Social Influence; Intercultural Communication; Interpersonal Communication; Social Normative Message Effects and Message Processing

Courses

Scholarly Contributions

Chapters

• Lapinski, M. K., Silk, K., Liu, R. W., & Totzkay, D. (2018). Models for environmental communication for unique populations : Cases from the field. In Environmental communication among minority populations(pp 6--27). Taylor and Francis.
• Liu, R. W., & Rynbrandt, M. (2018). Transformative intercultural communication programs that promote student integration. In Transformative student experiences in higher education: Meeting the needs of the twenty-first century student and modern workplace(pp 155--176). Rowman \& Littlefield.

Journals/Publications

• Danso, K. S., Foerster, T. A., & Liu, R. W. (2025). Examining anti-littering intentions in Ghana through the theory of normative social behavior and the influence of dynamic norms. Current Research in Ecological and Social Psychology, 9, 100236.
• Kerr, J. M., Bum, T., Liu, R. W., Zhao, J., Zhi, L. u., & Lapinski, M. K. (2025).

  The interaction of financial incentives and social norms to motivate conservation on the Tibetan Plateau

  . Ecosystem Services, 76, 101792.
• Lapinski, M. K., Heo, R., Liu, R. W., Kerr, J. M., Zhao, J., Bum, T., Wang, Y., Yoon, H., Hipple, S., & Lu, Z. (2025).

  Social norms for illegal hunting and patrolling to prevent it: Formative data for intervention design and communication campaigns. 

  . Environmental Communication, 19, 1240–1256. doi:https://doi.org/10.1080/17524032.2025.2458225
• Liu, R. W., & Lapinski, M. K. (2025). Social norms and culture: Theorizing and testing the effects of injunctive norms appeals. Communication Monographs, 1--34.
• Liu, R. W., Foerster, T. A., & Zhuang, J. (2025).

  Bagging a Greener Future: Social Norms Appeals and Financial Incentives in Promoting Reusable Bags Among Grocery Shoppers

  . Sustainability, 17(9), 4157.
• Liu, R. W., Li, X., Foerster, T. A., Zhuang, J., & Danso, K. S. (2026).

  Theorizing the role of group dynamics in social normative influence on pro-environmental behaviours across cultures

  . Journal of Intercultural Communication Research, 55, 71-96.
• Liu, R. W., Zhuang, J., & Li, X. (2025).

  Synthesizing the role of culture in social norms influence: A systematic review of cross-cultural studies

  . Journal of Intercultural Communication Research, 54(6), 433--489.
• Liu, R. W., & Lapinski, M. K. (2024). Cultural influences on the effects of social norm appeals. Philosophical Transactions of the Royal Society B, 379(1897), 20230036.
• Liu, R. W., Cheng, Y., & Fanari, A. (2024). Testing the theory of normative social behavior in Italy and the USA during COVID-19. International Journal of Intercultural Relations, 103, 102068.
• Liu, R. W., Cheng, Y., & Foerster, T. A. (2024). Modeling the relationship between perceived descriptive norms and willingness to practice COVID-19 preventative behaviors: A test of the mediation and moderation mechanisms in the theory of normative social behavior. Health Communication, 39(2), 339--351.
• Liu, R. W., Cheng, Y., Barbati, J. L., Rains, S. A., Crane, T. E., & Ernst, K. C. (2024). The effectiveness of social norm appeals on promoting COVID-19 prevention behaviors: A multistudy examination. Health Communication, 39(12), 2698--2706.
• Liu, R. W., Fanari, A., & Lee, D. G. (2024). Love better by fighting smarter: How intercultural couples develop dyadic cultural affinity through romantic conflict management. International Journal of Intercultural Relations, 100, 101987.
• Cheng, Y., Liu, R. W., & Foerster, T. A. (2022). Predicting intentions to practice COVID-19 preventative behaviors in the United States: A test of the risk perception attitude framework and the theory of normative social behavior. Journal of Health Psychology, 27(12), 2744--2762.
• Lapinski, M. K., Liu, R. W., Kerr, J. M., Zhao, J., Bum, T., & Lu, Z. (2022). Culture and social norms: Behavioral decisions about grassland conservation among ethnically Tibetan pastoralists. Journal of International and Intercultural Communication, 15(3), 333--354.
• Liu, R. W., & Lapinski, M. K. (2022).

  The theory of normative social behavior

  . International Encyclopedia of Health Communication.
• Liu, R. W., Cheng, Y., Boster, F. J., & Townson, C. (2022). The Suasory Force of Sticky Messages: A Replication and Extension. Western Journal of Communication, 86(3), 297--320.
• Liu, R. W., Lapinski, M. K., Kerr, J. M., Zhao, J., Bum, T., & Lu, Z. (2022). Culture and social norms: development and application of a model for culturally contextualized communication measurement (MC3M). Frontiers in Communication, 6, 770513.
• Fanari, A., Liu, R. W., & Foerster, T. A. (2021). Homesick or sick-of-home? Examining the effects of reverse culture shock on students’ self-disclosure after studying abroad. Journal of Intercultural Communication Research, 0, 1-31. doi:https://doi.org/10.1080/17475759.2020.1866643
• Kahler, J., Liu, R. W., Newcomb, T., Herbst, S., & Gore, M. (2020). Public risk perceptions associated with Asian carp introduction and corresponding response actions. Management of Biological Invasions, 11(1), 80--95.
• Kerr, J. M., Bum, T., Lapinski, M. K., Liu, R. W., Lu, Z., & Zhao, J. (2019). The effects of social norms on motivation crowding: experimental evidence from the Tibetan Plateau. International Journal of the Commons, 13(1).
• Lapinski, M. K., Liu, R. W., Kerr, J. M., Zhao, J., & Bum, T. (2019). Characterizing interpersonal influence for grassland conservation behaviors in a unique population. Environmental Communication, 13(5), 664--680.
• Boster, F. J., Liu, R. W., Cheng, Y., Kim, W., & Shaikh, S. J. (2018). The suasory force of sticky messages: An application to the application of sunscreen. Communication Studies, 69(1), 4--22.
• Meng, J., Peng, W., Tan, P., Liu, R. W., Cheng, Y., & Bae, A. (2018). Diffusion size and structural virality: The effects of message and network features on spreading health information on twitter. Computers in Human Behavior, 89, 111--120.
• Kerr, J. M., Lapinski, M. K., Liu, R. W., & Zhao, J. (2017). Long-term effects of payments for environmental services: Combining insights from communication and economics. Sustainability, 9(9), 1627.
• Shin, S. Y., Liu, R. W., Jang, J., & Bente, G. (2017). The benefits of distance and mediation: How people react to conflicts in video chat vs. FtF. Computers in Human Behavior, 73, 1--8.
• Boster, F. J., Liu, R. W., Poorisat, T., Cheng, Y., Kim, W., Salmon-Seidmann, N. D., & Salmon, C. T. (2016). Communicating to influence perceptions of social stigma: Implications for the use of signs by the homeless as a means of soliciting funds. American Behavioral Scientist, 60(11), 1293--1305.
• Liu, R. W., & Bresnahan, M. (2016). Cultural differences in perception of family obligation and request compliance in China and the US. Intercultural Communication Studies, 25(2), 111--130.
• Liu, R. W., Nelson, J. C., Pei, D. i., & Yang, Y. (2016). Embracing the opportunities ahead: An analysis of communication position announcements for 2013-2014. Communication Research Reports, 33(3), 259--264.

Presentations

• Danso, K. S., & Liu, R. W. (2026). Social norms and heat resilience: Testing and extending the theory of normative social behavior to heat adaptation intentions. The 76th International Communication Association Annual Meeting, Cape Town, South Africa.
• Danso, K., Foerster, T., & Liu, R. W. (2025). Examining littering intentions in Ghana through the theory of normative social behavior and the influence of dynamic norms. The 111th National Communication Association Annual Meeting, Denver, CO, United States.
• Foerster, T. A., & Liu, R. W. (2025). Exploring an extended Theory of Planned Behavior to motivate intentions to remove anthropogenic food sources in residential areas. 2025 National Agricultural Communications Symposium (NACS), Irving, TX, United States.
• Liu, R. W., Cheng, Y., & Fanari, A. (2025). Linking risk perceptions and information acquisition to COVID-19 prevention behaviors: An application of the extended integrative model of behavioral prediction in Italy and the United States. The 111th National Communication Association Annual Meeting, Denver, CO, United States.
• Liu, R. W., Zhuang, J., & Li, X. (2025). Synthesizing the role of culture in social norm influence: A systematic review. The 111th National Communication Association Annual Meeting, Denver, CO, United States.
• Zeng, J., & Liu, R. W. (2025). Tangled threads of romantic conflict: The intersection of generation, culture, and socio-demographics in shaping Chinese women’s romantic conflict styles. The 111th National Communication Association Annual Meeting, Denver, CO, United States.
• Heo, R., Lapinski, M., Liu, R. W., Kerr, J. M., Zhao, J., Bum, T., Wang, Y., Yoon, H., & Hipple, S. (2024). Social norms for illegal hunting and patrolling to prevent it: Formative data for intervention design and communication campaigns. The 74th International Communication Association Annual Meeting, Gold Coast, Australia.
• Liu, R. W., Foerster, T., Danso, K., & Zhuang, J. (2024). Bagging a greener future: Social norms appeals and financial incentives in promoting reusable bags among grocery shoppers. The 74th International Communication Association Annual Meeting, Gold Coast, Australia.
• Carter, S., & Liu, R. W. (2023). We’re here for you: Academic advisors’ supportive communication propels students’ sense of belonging and success in higher education. The 109th National Communication Association Annual Meeting, National Harbor, MD, United States.
• Liu, R. W., Cheng, Y., Barbati, J., Rains, S. A., Crane, T. E., & Ernst, K. C. (2023). The effectiveness of social norm appeals on promoting COVID-19 prevention behaviors: A multistudy examination. The 109th National Communication Association Annual Meeting, National Harbor, MD, United States.
• Zhuang, J., Liu, R. W., & Foerster, T. A. (2023). BYOB: The effectiveness of static and dynamic social norm nudges in reducing plastic bag usage among grocery shoppers. The 73rd International Communication Association Annual Meeting, Toronto, Canada.
• Liu, R. W., Cheng, Y., & Fanari, A. (2022). Examining the different levels of social normative influence on COVID-19 preventative behaviors: Testing the theory of normative social behavior in Italy and the USA. The 72nd International Communication Association Annual Meeting, Paris, France.
• Liu, R. W., Sakura, M., & Foerster, T. A. (2022). Moving forward: The effectiveness of social norm interventions on promoting campus COVID-19 prevention behaviors. The 108th National Communication Association Annual Meeting, New Orleans, LA, United States.
• Cheng, Y., Liu, R. W., & Foerster, T. A. (2021). Predicting intentions to practice COVID-19 preventative behaviors in the United States. The 71st International Communication Association Annual Meeting, Virtual Conference.
• Liu, R. W., Cheng, Y., & Foerster, T. A. (2021). Testing the theory of normative social behavior in promoting COVID-19 preventative behaviors. The 107th National Communication Association Annual Meeting, Seattle, WA, United States.
• Fanari, A., Liu, R. W., & Foerster, T. A. (2020). Homesick or sick-of-home? Examining the effects of reverse culture shock on students’ self-disclosure after studying abroad. The 106th National Communication Association Annual Meeting, Virtual Conference.
• Lee, D., & Liu, R. W. (2020). Parent’s verbal mediation for children’s Internet use. The 70th International Communication Association Annual Meeting, Virtual Conference.
• Liu, R. W., Carter, S., Strawser, M., & Smith, S. (2020). Thriving in a multigenerational workplace: Generational diversity as an emerging organizational culture and its impact on organizational communication patterns. The 106th National Communication Association Annual Meeting, Virtual Conference.
• Liu, R. W., Lapinski, M. K., Kerr, J., Zhao, J., Bum, T., & Lu, Z. (2020). Culturally derived measurement of social normative variables: The case of grassland conservation behaviors among Tibetan pastoralists. The 70th International Communication Association Annual Meeting, Virtual Conference.
• Liu, R. W., & Lapinski, M. K. (2019). The influence of injunctive social norms on food waste prevention behaviors. The 69th International Communication Association Annual Meeting, Washington, DC, United States.
• Liu, R. W., Lee, D., Collis, C., Tressel, K., & Norton, A. (2019). The perceived effectiveness of executive leadership communication among management-level staff. The 69th International Communication Association Annual Meeting, Washington, DC, United States.
• Boster, F. J., Liu, R. W., Cheng, Y., Yan, X., & Townson, C. (2018). The suasory force of sticky messages: A replication and extension. The 104th National Communication Association Annual Meeting, Salt Lake City, UT, United States.
• Lapinski, M. K., Liu, R. W., Kerr, J., Zhao, J., & Bum, T. (2018). Culture and social norms: Behavioral decisions about grassland conservation among ethnically-Tibetan pastoralists. The 68th International Communication Association Annual Meeting, Prague, Czech Republic.
• Liu, R. W., & Gore, M. (2018). Exploring the human dimensions of Asian carp management in Michigan. The 68th International Communication Association Annual Meeting, Prague, Czech Republic.
• Liu, R. W., Lee, D., Collis, C., & Tressel, K. (2018). Love better by fighting smarter: Romantic conflict management styles among intercultural couples. The 104th National Communication Association Annual Meeting, Salt Lake City, UT, United States.
• Kerr, J., Bum, T., Lapinski, M. K., Liu, R. W., & Zhao, J. (2017). Social norms, conservation, and the long-term effects of short-term financial incentives. The United States Society for Ecological Economics 9th Biennial Conference, St. Paul, MN, United States.
• Kerr, J., Bum, T., Lapinski, M. K., Liu, R. W., & Zhao, J. (2017). Social norms, financial incentives and motivation crowding: Experimental evidence from the Tibetan Plateau. The 16th Biennial Conference of the International Association for the Study of the Commons, Utrecht, Netherlands.
• Liu, R. W., & Bresnahan, M. J. (2017). A second look at family obligation and request compliance cross-culturally. The 67th International Communication Association Annual Meeting, San Diego, CA, United States.
• Liu, R. W., & Lapinski, M. K. (2017). The influence of social norms on behaviors: Toward a culturally-based social normative approach. The 67th International Communication Association Annual Meeting, San Diego, CA, United States.
• Boster, F. J., Liu, R. W., Cheng, Y., Kim, W., & Shaikh, S. J. (2016). The suasory force of sticky messages: A case of asymmetric message effects. The 66th International Communication Association Annual Meeting, Fukuoka, Japan.
• Boster, F. J., Liu, R. W., Cheng, Y., Kim, W., & Shaikh, S. J. (2016). The suasory force of sticky messages: An application to the application of sunscreen. The National Communication Association 102nd Annual Conference, Philadelphia, PA, United States.
• Lapinski, M. K., Liu, R. W., Kerr, J., Zhao, J., & Bum, T. (2016). Characterizing interpersonal influence for grassland conservation behaviors in a unique population. The National Communication Association 102nd Annual Conference, Philadelphia, PA, United States.
• Meng, J., Peng, W., Tan, P., Liu, R. W., & Cheng, Y. (2016). The scale and the range of information transmission: The impacts of message and network features on spreading health messages in social media. The National Communication Association 102nd Annual Conference, Philadelphia, PA, United States.
• Shin, S. Y., Liu, R. W., Jang, J., & Bete, G. (2016). Comparison between video chat and face-to-face interpersonal conflict. The 66th International Communication Association Annual Meeting, Fukuoka, Japan.
• Zhuang, J., Lapinski, M. K., Liu, R. W., & Yun, D. (2016). Using normative information to influence collective-efficacy and behavioral decision-making about water conservation. The 66th International Communication Association Annual Meeting, Fukuoka, Japan.
• Boster, F. J., Liu, R. W., Thanomwong, P., & Salmon, C. T. (2015). Stigma and gaining compliance: The case of homelessness. The National Communication Association 101st Annual Conference, Las Vegas, NV, United States.
• Lapinski, M. K., Zhuang, J., Yun, D., Viken, G., Liu, R. W., & Chung, M. (2015). Maverick or marine: Priming collective group orientation and response to normative information. The 65th International Communication Association Annual Meeting, San Juan, Puerto Rico.
• Liu, R. W., & Bresnahan, M. J. (2015). Cultural differences in perception of family obligation and request compliance in China and the U.S.. The 21st International Conference of the International Association for Intercultural Communication Studies (IAICS) cum the 11th Biennial International Conference of the China Association for Intercultural Communication (CAFIC), Hong Kong, China.
• Liu, R. W., & Bresnahan, M. J. (2015). Cultural differences in perception of family obligation and request compliance in China and the U.S.. The 65th International Communication Association Annual Meeting, San Juan, Puerto Rico.
• Liu, R. W., & Donohue, A. W. (2015). Promoting communication between domestic and international students in the US. The 21st International Conference of the International Association for Intercultural Communication Studies (IAICS) cum the 11th Biennial International Conference of the China Association for Intercultural Communication (CAFIC), Hong Kong, China.
• Liu, R. W., Nelson, C. J., Pei, D., & Yang, Y. (2015). Embracing the opportunities ahead: An analysis of communication position announcements. The National Communication Association 101st Annual Conference, Las Vegas, NV, United States.
• Liu, R. W. (2014). The influence of social norms and outcome expectations on behavioral decision making: A cross-cultural study. The 2nd Annual Research Symposium of Environmental Science and Policy Program, East Lansing, MI, United States.
• Nelson, C. J., Liu, R. W., Shin, S. Y., Viken, G., & Balogh, B. (2014). To catch a cheater: An exploratory analysis of confessions and denials. The 65th International Communication Association Annual Meeting, Seattle, WA, United States.
• Liu, R. W. (2013). Conflict management styles in romantic relationships between Chinese and American college students. The National Communication Association 99th Annual Conference, Washington, DC, United States.
• Liu, R. W. (2013). Cultural differences in obligation and reciprocity in China and the US. The National Communication Association 99th Annual Conference, Washington, DC, United States.
• Park, H. S., Choi, S. Y., Joo, H., Oh, J. Y., Liu, R. W., & Nelson, C. J. (2013). Perceived descriptive norms and unauthorized downloading. The National Communication Association 99th Annual Conference, Washington, DC, United States.