Lin, Yu (Anna)

Research Interest

Consumer Behaviour

• Publications
  • Dai, Xianchi, Yu (Anna) Lin, Jianping Liang, and Chen Yang (forthcoming), “Appearance for Females, Functionality for Males? The False Lay Belief about Gender Difference in Product Preference,” Journal of Consumer Research. (The first two authors contributed equally)
  • Ma, Jingjing, Yu (Anna) Lin, and Danit Ein-Gar (2023), “Charitable Maximizers: The Impact of the Maximizing Mindset on Donations to Human Recipients,” International Journal of Research in Marketing, 40 (2), 417–34.

• Conference Presentations

  “Consumer Trust and Product Choice in Online Marketplace: A Motivated Belief Perspective,” with Xianchi Dai and Wenjie Tang

  • Association for Consumer Research Annual Conference, Seattle, 2023
  • Subjective Probability, Utility, and Decision Making, Vienna, 2023 (presented by coauthor)
  • Association for Consumer Research European Conference, Amsterdam, 2023
  • European Marketing Academy Annual Conference, Odense, 2023

  “Charitable Maximizers: The Impact of the Maximizing Mindset on Donations to Human Recipients,” with Jingjing Ma and Danit Ein-Gar

  • Association for Consumer Research European Conference, Amsterdam, 2023
  • European Marketing Academy Annual Conference, Odense, 2023 (session chair)
  • Association for Consumer Research Annual Conference, Atlanta, 2019