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Craig School of Business

Lizhu Davis

Professor

Marketing

lidavis@csufresno.edu

Education

  • Ph.D. 2006 Consumer, Apparel, and Retail Studies - Department of Consumer, Apparel, and Retail Studies (CARS) University of North Carolina at Greensboro (UNCG), USA
  • M.S. 2002 Textile Products Design and Marketing -Department of Textile Product Design and Marketing (TDM) University of North Carolina at Greensboro (UNCG), USA
  • M.E. 1998 Textile Engineering - Tianjin Institute of Textile Science and Technology, China
  • B.E. 1995 Knitting Engineering Tianjin Institute of Textile Science and Technology, China

Courses Taught

FM 20. Textile Science
FM 21. Fashion Merchandising Fundamentals
FM 130. Fashion Study Tours
Dr. Lizhu Davis is an associate professor of fashion merchandising (FM) at California State University, Fresno, where she has taught all FM courses since 2007. Dr. Davis earned her Master’s degree in Textile Design and Marketing and a Ph.D. in Consumer, Apparel, and Retail Studies from the University of North Carolina at Greensboro. Prior to her graduate studies, she worked in the textile industry in China. During her initial years at Fresno State, she brought fashion business elements into the FM program, including fashion retail buying, international sourcing, and fashion entrepreneurship. Dr. Davis’ research focuses on consumer shopping behavior, specifically shopping experiences, shopping value, shopping orientation, as well as store choices and preferences. As a Coleman Fellow of Entrepreneurship, she is pursing fashion entrepreneurship research. She has investigated Fashion students’ entrepreneurial intentions, as well as fashion entrepreneurs’ idea recognition and startup process. She has published in academic journals on consumer behavior, retailing, and entrepreneurship, including International Journal of Consumer Studies, Journal of Retailing and Consumer Services,International Review of Retail, Distribution and Consumer Research, and Journal of Enterprising Culture.
Consumer shopping behavior, including shopping value, experiences, motivation, orientation, and store choice criteria; religiosity and shopping; green apparel consumption behavior; fashion entrepreneurship; social medial and appearance management