Teacher information
Achievements in scientific research
Academic activities and community service
Educational Background
Doctor Degree,Marketing,Pai Chai University, KOR
Awards on Research
2019.09,China Youth Prize of Distinguished Contribution in Management,Chinese Academy of Management
Journal Papers
| 1. | Huixin Deng, Shaoguang Yang, and Liyin Jin. 2025. Too assertive to recommend: The effect of assertive tone on referral behavior. Journal of Retailing 101(1) 40-54.  |
| 2. | Yifang Zhou, Yi Zhou, Lingfang Ivy Li, and Liyin Jin. 2024. How to encourage consumers' ongoing participation in physical exercise via feedback: Evidence from a longitudinal field experiment. China Economic Review 88 1-31. |
| 3. | Zhengyu Shen and Liyin Jin. 2024. Bargaining with algorithms: How consumers respond to offers proposed by algorithms versus humans. Journal of Retailing 100(3) 345-361. |
| 4. | Haichao Lin, Qian Xu, and Liyin Jin. 2024. Feedback-induced action–outcome associations increase consumer impatience. Journal of Consumer Psychology 34(1) 66-82. |
| 5. | Liyin Jin, Yajin Wang, and Ying Zhang. 2023. Give me the facts or make me feel: How to effectively persuade consumers to act on a collective goal. Journal of Marketing 87(5) 776-792. |
| 6. | Yongheng Liang, Xiaoyue Wu, Yi Su, and Liyin Jin. 2023. Consumer response toward sexual advertisements in the context of access-based consumption. Journal of Advertising 52(3) 423-438. |
| 7. | Yi Sun and Liyin Jin. 2022. The impact of online platforms’ revenue model on consumers’ ethical inferences. Journal of Business Ethics 178 555–569. |
| 8. | Huixin Deng, Liyin Jin, and Qian Xu. 2022. “Right” on the day: How the timing of date-specific promotions influences consumer responses. Psychology & Marketing 39(2) 429-440. |
| 9. | Xiaoyue Wu, Xiang Wang, Qian Xu, and Liyin Jin. 2022. How the perceived cost of prosocial action inspires observers to contribute. European Journal of Social Psychology 52(1) 191-203. |
| 10. | Shaoguang Yang, Qian Xu, and Liyin Jin. 2021. Sweet or sweat, which should come first: How consumption sequences of vices and virtues influence enjoyment. International Journal of Research in Marketing 38(4) 1073-1087. |
| 11. | Alex Chien Po Yen, Huixin Deng, and Liyin Jin. 2021. How parents’ social comparison orientation influences children’s decision in a public goods game. Early Child Development and Care 191(15) 2440-2458. |
| 12. | Liyin Jin, Qian Xu, Yajin Wang, and Ying Zhang. 2021. The divergent impact of reward magnitude on goal eagerness and effort investment. Organizational Behavior and Human Decision Processes 167 101–113. |
| 13. | Yongheng Liang, Qian Xu, and Liyin Jin. 2021. The effect of smart and connected products on consumer brand choice concentration. Journal of Business Research 135 163–172. |
| 14. | Xiaoyue Wu, Liyin Jin, and Qian Xu. 2021. Expertise makes perfect: how the variance of a reviewer's historical ratings influences the persuasiveness of online reviews. Journal of Retailing 97(2) 238-250. |
| 15. | Liyin Jin, Yunhui Huang, Yongheng Liang, and Qiang Zhang. 2021. Who gets the ventilator? moral decision making regarding medical resource allocation in a pandemic. Journal of the Association for Consumer Research 6(1) 159-167. |
| 16. | Zhengyu Shen, Qian Xu, and Liyin Jin. 2020. Structured procedures promote placebo effects. Journal of Experimental Social Psychology 91 1-11. |
| 17. | Liyin Jin and Yunhui Huang. 2019. How power states influence the persuasiveness of top-dog versus underdog appeals. Journal of Consumer Psychology 29(2) 243-261. |
| 18. | Qian Xu, Liyin Jin, and Ying Zhang. 2019. The shifting preference for contingent rewards in goal pursuit. Journal of Personality and Social Psychology 116(1) 33-45. |
| 19. | Liyin Jin and Yanqun He. 2018. How the frequency and amount of corporate donations affect consumer perception and behavioral responses. Journal of the Academy of Marketing Science 46(6) 1072-1088. |
| 20. | Szu-chi Huang, Liyin Jin, and Ying Zhang. 2017. Step by step: Sub-goals as a source of motivation. Organizational Behavior and Human Decision Processes 141 1-15. |
| 21. | Szu-chi Huang, Jordan Etkin, and Liyin Jin. 2017. How winning changes motivation in multiphase competitions. Journal of Personality and Social Psychology 112(6) 813-837. |
| 22. | Echo Wen Wan, Rocky Peng Chen, and Liyin Jin. 2017. Judging a book by its cover? The effect of anthropomorphism on product attribute processing and consumer preference. Journal of Consumer Research 43(6) 1008-1030. |
| 23. | Liyin Jin, Qian Xu, and Ying Zhang. 2015. Climbing the wrong ladder: The mismatch between consumers’ preference for subgoal sequences and actual goal performance. Journal of Marketing Research 52(5) 616-628. |
| 24. | Liyin Jin, Bingyan Hu, and Yanqun He. 2014. The recent versus the out-dated: An experimental examination of the time-variant effects of online consumer reviews. Journal of Retailing 90(4) 552-566. |
| 25. | Liyin Jin and Yunhui Huang. 2014. When giving money does not work: The differential effects of monetary versus in-kind rewards in referral reward programs. International Journal of Research in Marketing 31(1) 107-116. |
| 26. | Liyin Jin, Yanqun He, and Ying Zhang. 2014. How power states influence consumers' perceptions of price unfairness. Journal of Consumer Research 40(5) 818-833. |
| 27. | Liyin Jin, Szu-chi Huang, and Ying Zhang. 2013. The unexpected positive impact of fixed structures on goal completion. Journal of Consumer Research 40(4) 711-725. |
| 28. | Liyin Jin and Yanqun He. 2013. Designing service guarantees with construal fit: Effects of temporal distance on consumer responses to service guarantees. Journal of Service Research 16(2) 202-215. |
Research Projects
2025.01—2029.12, Principal Investigator, Research on Innovation and Application of AI Marketing Technology: The Perspective of Creation Capability of AI, National Natural Science Foundation of China
Case
Liyin Jin，Chunyi Zhang, How Does Be-Tiger Technology Blossom, , 2022
Liyin Jin，Chunyi Zhang, How Does Be-Tiger Technology Blossom Everywhere?, , 2022
Liyin Jin, The marketing challenges of Starvegetables Freeze-dired food, , 2020
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