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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
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Ph.D,
Business Science,
Paichai University(South Korea)
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Awards on Research
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2019.09,
China Youth Prize of Distinguished Contribution in Management,
Chinese Academy of Management
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2018.10,
The 14th Shanghai Award for Outstanding Achievements in Philosophy and Social Science,
Second Prize
The Committee of Shanghai Award for Outstanding Achievements in Philosophy and Social Science
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Journal Papers
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1.
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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. 
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2.
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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.
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3.
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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.
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4.
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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.
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5.
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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.
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6.
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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.
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7.
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Liyin Jin, Yunhui Huang, and Yanqun He. 2016. When does a service guarantee work? The roles of the popularity of service guarantees and firm reputation. Tourism Management 57 272-285.
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8.
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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.
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9.
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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.
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10.
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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.
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11.
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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.
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12.
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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.
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13.
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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.
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Research Projects
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2018.01—2021.12,
Principal Investigator,
The Effect of Nudge on Consumer Behavior: The Perspective of Observer,
National Natural Science Foundation of China
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2015.07—2016.05,
Co-PI,
A Study on the Marketing Strategy for Business and Individual Customers of China Eastern Airlines Co. Ltd.,
China Eastern Airlines Co. Ltd.
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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
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2015.01—2017.12,
Principal Investigator,
Consumer Behavior,
National Natural Science Foundation of China
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2015.01—2019.12,
Principal Investigator of Sub-project,
Welfare-oriented Analysis of Consumer Decision Making,
National Natural Science Foundation of China
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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
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Academic Posts
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2019.09—,
Associate Editor,
The Journal of Consumer Affairs
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2008.11—,
Reviewer,
Acta Psychologica Sinica
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2008.10—,
Reviewer,
Management World
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2008.10—,
Reviewer,
Journal of Marketing Science
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2008.01—2011.12,
Member of Editorial Review Board,
Journal of Chinese Entrepreneurship
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