Teacher information
Achievements in scientific research
Academic activities and community service
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
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
- firstpage <<previouspage nextpage>> endpage
- PageNumber 2/3
