This paper re-examines the liquidity effect on stock expected returns in the NYSE over the period 1926-2008, the pre-1963 period, for which there is a lack of research, and the post-1963 period. The results from the entire sample of 1926-2008 show that expected returns increase with the stock level illiquidity. However, illiquidity level has explanatory power in the cross-sectional variation of stock expected returns only over the post-1963 period, and is, both economically and statistically, insignificant for the whole sample and the pre-1963 period. These findings are robust after taking into account various characteristics such as size and risk controls. On the other hand, evidence from the entire sample and the pre-1963 sample suggests that the systematic liquidity risk plays a significant role in the cross-sectional variation of stock expected returns. The different result for the pre- and post-1963 is explained by the portfolio shifts occurred during the economic downturns. (C) 2013 Elsevier Inc. All rights reserved.