![](https://neoma-bs.com/sites/default/files/uploaded_images/profs-neoma_0.png)# LIN Yu

 

 

 
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- LIN Yu
 
  

 

    ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/133876-lin-yu.jpg?itok=dWfgq64f)LIN Yu

 Assistant Professor

  

 <anna.lin@neoma-bs.fr> 

 

 

 

 - About
 - Academic publications
 
  

 

    [Marketing](https://neoma-bs.com/departements/marketing) 

    PhD in Marketing 

 

Yu (Anna) Lin is an Assistant Professor at NEOMA Business School. She earned her Ph.D. from the Chinese University of Hong Kong (CUHK). Her research consists of two primary streams. The first stream examines consumer decisions in digital contexts, including product decisions on e-commerce platforms, perceptions of online reviews, and responses to social media influencers. The second stream investigates consumer decisions in social contexts, including product choices for others and prosocial behavior. Her work has been published in the Journal of Consumer Research and the International Journal of Research in Marketing.

 

 ###  Areas of research 



- Digital Marketing
- Social Influence on Consumer Behavior
- Prosocial Behavior
 
  

 

##   Recent academic contributions  

 LIN, A., "The Luxurious Identity Multiplicity" in *Association for Consumer Research Annual Conference*, 2024 

 LIN, A., "Rather Share it with AI" in *Association for Consumer Research Annual Conference*, 2024 

 LIN, A., "Consumer Trust and Product Choice in Online Marketplaces" in *ISMS Marketing Science Conference*, 2024 

 

 

 

##   Publications  

 DAI, X., A. LIN, J. LIANG, C. YANG, "Appearance for Females, Functionality for Males? The False Lay Belief about Gender Difference in Product Preference", *Journal of Consumer Research*, March 2024, vol. 50, no. 6, pp. 1136-1156  DOI : [ 10.1093/jcr/ucad054 ](https://dx.doi.org/10.1093/jcr/ucad054)

  

 

 MA, J., A. LIN, D. EIN-GAR, "Charitable maximizers: The impact of the maximizing mindset on donations to human recipients", *International Journal of Research in Marketing*, June 2023, vol. 40, no. 2, pp. 417-434  DOI : [ 10.1016/j.ijresmar.2022.12.003 ](https://dx.doi.org/10.1016/j.ijresmar.2022.12.003)

  

 

 

 

 

##   Conferences  

 LIN, A., "The Luxurious Identity Multiplicity" in *Association for Consumer Research Annual Conference*, 2024 

 LIN, A., "Rather Share it with AI" in *Association for Consumer Research Annual Conference*, 2024 

 LIN, A., "Consumer Trust and Product Choice in Online Marketplaces" in *ISMS Marketing Science Conference*, 2024 

 LIN, A., "Consumer Trust and Product Choice in Online Marketplaces" in *14th POMS-HK International Conference*, 2024 

 LIN, A., "Consumer Trust and Product Choice in Online Marketplaces" in *Association for Consumer Research Annual Conference*, 2023 

 LIN, A., "Consumer Trust and Product Choice in Online Marketplaces" in *Association for Consumer Research European Conference*, 2023 

 LIN, A., "Consumer Trust and Product Choice in Online Marketplaces" in *European Marketing Academy Annual Conference*, 2023 

 LIN, A., "Charitable Maximizers" in *Association for Consumer Research European Conference*, 2023 

 LIN, A., "Charitable Maximizers" in *European Marketing Academy Annual Conference*, 2023 

 LIN, A., "Charitable Maximizers" in *Association for Consumer Research Annual Conference*, 2019, Atlanta, GA, United States