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Jin Liyin

Professor/Vice Department Chair
Department of Marketing
Room 613, Siyuan Building
65103463(FAX)
jinliyin@fudan.edu.cn
Research Field:Service Marketing and Service Management, Consumer Behavior, Internet Marketing


Educational Background
Ph.D, Business Science, Paichai University(South Korea)


Journal Papers
1. Szu-chi Huang, Liyin Jin, and Ying Zhang2017Step by step: Sub-goals as a source of motivationOrganizational Behavior and Human Decision Processes 141 1-15 
2. Szu-chi Huang, Jordan Etkin, and Liyin Jin 2017How winning changes motivation in multiphase competitionsJournal of Personality and Social Psychology 112(6) 813-837 
3. Echo Wen Wan, Rocky Peng Chen, and Liyin Jin2017Judging a book by its cover? The effect of anthropomorphism on product attribute processing and consumer preferenceJournal of Consumer Research 43(6) 1008-1030 
4. Liyin Jin, Yunhui Huang, and Yanqun He2016When does a service guarantee work? The roles of the popularity of service guarantees and firm reputationTourism Management 57 272-285 
5. Liyin Jin, Qian Xu, and Ying Zhang2015Climbing the wrong ladder: The mismatch between consumers’ preference for subgoal sequences and actual goal performanceJournal of Marketing Research 52(5) 616-628 
6. Liyin Jin, Bingyan Hu, and Yanqun He2014The recent versus the out-dated: An experimental examination of the time-variant effects of online consumer reviewsJournal of Retailing 90(4) 552-566 
7. Liyin Jin and Yunhui Huang 2014When giving money does not work: The differential effects of monetary versus in-kind rewards in referral reward programsInternational Journal of Research in Marketing 31(1) 107-116 
8. Liyin Jin, Yanqun He, and Ying Zhang2014How power states influence consumers' perceptions of price unfairnessJournal of Consumer Research 40(5) 818-833 
9. Deqiang Zou, Linyin Jin, Yanqun He and Qian Xu2014The effect of the sense of power on Chinese consumers' Uniqueness-seeking behaviorJournal of International Consumer Marketing 26(1) 14-28 
10. Liyin Jin, Szu-chi Huang, and Ying Zhang2013The unexpected positive impact of fixed structures on goal completionJournal of Consumer Research 40(4) 711-725 
11. Liyin Jin, Yanqun He, Deqiang Zou, and Qian Xu2013How affirmational versus negational identification frames influence uniqueness-seeking behaviorPsychology and Marketing 30(10) 891-902 
12. Liyin Jin and Deqiang Zou2013Extend to online or offline? The effects of web-brand extension mode, similarity, and brand concept on consumer evaluationJournal of Marketing Management 29(7-8) 755-771 
13. Liyin Jin and Yanqun He2013Designing service guarantees with construal fit: Effects of temporal distance on consumer responses to service guaranteesJournal of Service Research 16(2) 202-215 


Research Projects
2015.07—2016.05, Co-PI, A Study on the Marketing Strategy for Business and Individual Customers of China Eastern Airline, China Eastern Airlines Co. Ltd., China Eastern Airlines Co. Ltd.
2015.04—2017.03, Principal Investigator, Designing Customer Loyalty Program: A Goal Structure Perspective, Shuguang Project by Shanghai Municipal Education Commission and Shanghai Education Development Foundation
2015.01—2017.12, Principal Investigator, Consumer Behavior, National Natural Science Foundation of China
2015.01—2019.12, Principal Investigator of Sub-project, Welfare-oriented Analysis of Consumer Decision Making, National Natural Science Foundation of China
2013.01—2016.12, Principal Investigator, Social Transmission and Consumer Engagement of Marketing Communication in the New Media Environment: Collective Motivation, Social Interaction and Market Response, National Natural Science Foundation of China
2012.09—2014.10, Principal Investigator, Designing the Customer Referral Reward Program and Evaluating its Effectiveness, General Project Supported by Shanghai Philosophy and Social Science Planning Office
2010.01—2012.12, Princiipal Investigator, Consumer Decision Making of Product Configuration in Customization Context: Psychological Mechanism and Management Strategy , National Natural Science Foundation of China
2009.01—2012.12, Member, Research on the Chinese Urban Consumer Behavior - Exploration from the Perspectives of Social Identity and Social Identification, National Nature Science Research Grant


Academic Posts
2008.11—, Reviewer, Acta Psychologica Sinica
2008.10—, Reviewer, Management World
2008.10—, Reviewer, Journal of Marketing Science
2008.01—2011.12, Member of Editorial Review Board, Journal of Chinese Entrepreneurship



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