Ying-Ching Lin’s research while affiliated with National Chengchi University and other places

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Publications (12)


Conceptual framework.
Sequential mediation of guilt/control on logo size preference through the sense of power and power restoration provided by the gift (Study 2). Total effect: β = −0.09, SE = 0.06, 95% CI = [−0.2251, 0.0325]; direct effect: β = 0.5 SE = 0.19, 95% CI = [0.1252, 0.8710]; indirect effect: β = −0.02, SE = 0.01, 95% CI = [−0.0571, −0.0031]. *p < 0.05, **p < 0.01, ***p < 0.001; ns, non‐significant.
Sequential mediation of guilt/control on logo size choice through the sense of power and power restoration provided by the gift (Study 2). Total effect: β = −0.10, SE = 0.07, 95% CI = [−0.2532, 0.0352]; direct effect: β = 0.64 SE = 0.22, 95% CI = [0.2112, 1.07]; indirect effect: β = −0.02, SE = 0.02, 95% CI = [−0.0620, −0.0012]. *p < 0.05, **p < 0.01, ***p < 0.001; ns, non‐significant.
Giving a Conspicuously Branded Gift: The Role of Guilt
  • Article
  • Publisher preview available

September 2024

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45 Reads

International IJC

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Ying‐Ching Lin

Scant research has explored how the emotions of gift‐givers influence their gift selection, particularly negative emotions. Addressing this gap, this research examines how guilt impacts gift‐giving, capitalizing on the conceptual link between guilt, power, and size. Through four experiments, we demonstrate that, compared with gift‐givers in a control condition, guilty gift‐givers are more likely to choose conspicuously branded gifts—items with highly noticeable, large brand logos. We observe this effect using different scenarios and the autobiographical recall procedure to elicit guilt, as well as a variety of operationalizations of brand conspicuousness. We find that the sense of power and power restoration provided by the gift account for the results. Moreover, the preference for a conspicuously branded gift diminishes when guilty gift‐givers engage in reparative actions to alleviate their guilt prior to gift‐giving. This research contributes to the literature on guilt, power, and conspicuous consumption by revealing a novel consequence of guilt on consumer choice in gift‐giving contexts and expanding our understanding of conspicuous brand usage. The findings have practical implications for marketers, particularly in using guilt appeals and promoting conspicuously branded gifts. Finally, we suggest future research directions related to positive emotions and other outcomes of interest in gift‐giving.

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Influencing Consumer Responses to Highly Aesthetic Products: The Role of Mindsets

November 2020

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112 Reads

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7 Citations

Journal of Retailing

Companies often use aesthetics or salient visual attributes to differentiate their products from those of their competitors and to appeal to customers. However, consumers may make unfavorable inferences about highly aesthetic products due to concerns about the products’ functionality. To address the issue of how retailers can most effectively engage in the deployment and promotion of product aesthetics, the present research proposes that consumers will respond more favorably (i.e., enhanced choice of product, enhanced product and advertisement evaluations, and a heightened willingness to pay) to a highly aesthetic product when they are in an abstract, rather than a concrete, mindset. Five studies using multiple product categories and applying various mindset manipulations provide convergent evidence to support the proposed hypothesis. The findings hold true for utilitarian, but not hedonic, products, and the focus of attention on product functionality accounts for the results. With the insight that the mindset consumers are in is critical in determining their response to highly aesthetics products, retailers can capitalize on selected situations in which to promote product aesthetics.


Identity Marketing: The Moderating Effect of Self-Construal and Product Category on Consumer Agency: An Abstract

June 2018

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16 Reads

In this study, we conducted two experiments to explore the persuasive effects of identity-defining messages and identity-referencing messages under the influences of product category and self-construal when consumers possess the identity described in an advertisement message. The research results show that product category and self-construal can be effective factors interfering with the persuasive effects of identity-relevant messages and that the agency of self-expression acted as a mediator. In addition to enriching the research on identity marketing, we hope to provide information that enables marketers to use identity-relevant messages flexibly in various situations.


Exploring wasteful consumption

January 2017

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220 Reads

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21 Citations

Journal of Environmental Psychology

While prior research indicates that most consumers are mindful of and averse to waste, resources are wasted in everyday life. The present research proposes that the establishment of pro-environmental credentials causes rather than reduces subsequent wasteful consumption. Two studies manipulating pro-environmental credentials and involving actual consumption behaviors support the hypothesis. Specifically, participants who had easily recalled their past environmentally-friendly actions (study 1) or who had made a recent purchase of green (vs. regular) products (study 2) were more prone to wasteful consumption of resources (e.g., paper, food). This research advances our understanding of consumer resource usage behavior by proposing a novel explanation as to why wasteful consumption occurs and highlights the importance of addressing the component of resource use when promoting sustainability.


Local or Global Image? The Role of Consumers' Local–Global Identity in Code-Switched Ad Effectiveness Among Monolinguals

November 2016

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135 Reads

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16 Citations

Local and global brands alike have increasingly used code-switching to enhance advertising persuasion. Although this tactic is widely used, previous studies have focused on bilinguals but not monolinguals. Because of the emerging use of code-switching in advertisements in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among monolinguals. This study investigated whether the consumers' local–global identity plays a moderating role in the effectiveness of code-switched advertisements among monolinguals. The consumers' local–global identity refers to the combination of local and global identities possessed by individuals that affect how they define themselves in relation to the social environment. Study 1 (manipulating consumers' local–global identity) demonstrated that the local–global identity moderated the effect of code-switched advertisements. The results indicated that the congruence between code-switching and the consumers' local–global identity enhanced persuasiveness, and that advertising involvement mediated this effect. Study 2 replicated the findings of Study 1 by using a local–global identity measure. These findings provide implications for branding and advertising strategies.



Creating an effective code-switched ad for monolinguals: The influence of brand origin and foreign language familiarity

June 2016

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94 Reads

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24 Citations

This study investigates the influence of brand origin and foreign language familiarity in code-switched (CS) ad effectiveness for monolingual consumers. CS ads refer to ads containing foreign words or phrases in an advertising copy (e.g., headline and slogan), resulting in a mixture of native and foreign languages. In this research, we conducted a pilot study to show the increasing trend of using code-switching in ads, regardless of whether the brands are local or foreign, in a monolingual market. We further examine if the effectiveness of CS ads is contingent on the brand origin among monolinguals. Study 1 showed that non-CS ads were perceived more favorably than CS ads for advertising a local brand. However, not all of the CS ads were perceived more favorably than non-CS ads when a foreign brand was advertized. The results of Study 2 showed that when a foreign brand was advertized, CS ads using a high-exposure foreign language were evaluated more favorably than CS ads using a low-exposure foreign language. Foreign language familiarity played a mediating role in the observed effects. We provide evidence that the research findings on CS ads among bilinguals cannot be applied to monolinguals. We discuss implications for international marketing and suggest advertising strategies for practitioners.


Language Choice in Advertising for Multinational Corporations and Local Firms: A Reinquiry Focusing on Monolinguals

October 2015

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355 Reads

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29 Citations

This research involved conducting two studies to investigate whether the asymmetric language effects observed by Krishna and Ahluwalia (2008) among bilinguals can be replicated among monolinguals. In Study 1, we observed asymmetric language effects for local firms but not for multinational corporations (MNCs), which differs from Krishna and Ahluwalia's observations. Based on Study 1's results, Study 2 further proposes and tests two routes (language expectation and language-based association) that lead to consumer slogan evaluations. The findings of Study 2 suggest that slogan evaluations for MNCs were determined via the language expectation route, whereas evaluations for local firms were determined via the language-based association route. This research provides evidence that monolinguals have different responses to language choices in advertising than bilinguals do. Possible explanations and implications are discussed, and future research directions are outlined for this underexplored area.


Physical activity and food consumption: The moderating role of individual dieting tendency

May 2015

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19 Reads

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9 Citations

Applying theory on justification and self-control, this research examines the impact of physical activity on dieters' and nondieters' food consumption patterns. The results from two studies demonstrate that dieters, but not nondieters, consume more food after exercising as compared to situations in which no exercise is involved. In addition, dieters consume more food when they anticipate engaging in physical activity as compared to when they have completed their exercising. When physical activity is framed as fun (vs work), dieters decrease the amount of food they consume after exercising. Estimation of calories burned through exercise underlies this result. © The Author(s) 2015.


The face value of foreign currency on consumer price perception—The moderating effect of product substitution

June 2013

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58 Reads

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13 Citations

Journal of Business Research

Consumers shopping in a foreign environment evaluate prices based on the relationship between the local currency's face value and their home currency. The face value effect suggests that when a foreign currency is a multiple of domestic currency (HDCs), consumers overestimate the actual value. In contrast, when their domestic currency (LDCs) is a fraction of the foreign currency, consumers underestimate the actual value. Three experiments examine a premium product's moderating effect on foreign currency face values. Results show the foreign currency's face value biases consumer price perception. Testing the face value effect, product substitution serves as an important moderator. The findings suggest implications for regional pricing, Internet pricing, and international tourism pricing.


Citations (9)


... However, further studies are needed to confirm this. Retailers also promote FB aesthetics (Lin and Chang 2021) and create product displays for certain functional foods, which might be another moderating factor for consumer choices. ...

Reference:

Consumers’ attitudes and intentions toward functional beverages: a lesson for producers and retailers
Influencing Consumer Responses to Highly Aesthetic Products: The Role of Mindsets
  • Citing Article
  • November 2020

Journal of Retailing

... At the time of writing (September 2024), the article had 335 Google Scholar citations. In addition, Arkes's (1996) work on waste aversion has important practical implications, such as in the domains of consumer decision-making (Lin & Chang, 2017) and in the links to other classic phenomena such as the sunk cost effect (Arkes et al., 1997) and "less is more" (e.g., Bolton & Alba, 2012). ...

Exploring wasteful consumption
  • Citing Article
  • January 2017

Journal of Environmental Psychology

... The prior research used various indicators to measure advertising effectiveness, most of which focused on subjective metrics of ad effectiveness (e.g., Celik et al., 2022;Wang et al., 2020). Scholars used constructs such as attitude toward the ad (e.g., Cheng & Zhou, 2017;Grewal et al., 2016;Lin & Wang, 2016), attitude toward the brand (e.g., Belanche et al., 2017b;Hegner et al., 2016;Zhang et al., 2020), brand recall (Cheng & Zhou, 2017), loyalty (Grewal et al., 2016), satisfaction (Grewal et al., 2016), and purchase intention (Cheng & Zhou, 2017). In this vein of research, surveys are adopted as the main method due to the unobservability and invisibility of these constructs. ...

Local or Global Image? The Role of Consumers' Local–Global Identity in Code-Switched Ad Effectiveness Among Monolinguals
  • Citing Article
  • November 2016

... Pulcini (2023) highlights that English terms have seamlessly integrated into Italian, often being perceived as part of the native lexicon rather than foreign intrusions. Since monolinguals and bilinguals may differ in their responses to language choices in advertising (Lin, Wang, and Hsieh 2017;Lin and Wang 2016), it is unclear whether language choice effects using a different language in advertising can be extended to using anglicisms in the same language. This lack of empirical evidence strongly warrants a more tailored approach for anglicisms to gain a more nuanced understanding of which consumer attitudes are susceptible to change. ...

Creating an effective code-switched ad for monolinguals: The influence of brand origin and foreign language familiarity
  • Citing Article
  • June 2016

... A second theoretical consideration is that foreign language, particularly English, expresses globalness and prestige (Martin 2019;Piller 2003). For example, English advertisements were more effective for multinational brands and luxury products, enhancing brand perception and ad favorability, but local brands and necessity products saw less impact from the language used in India (Krishna and Ahluwalia 2008), Romania (Micu and Coulter 2010), and Taiwan (Lin and Wang 2016). Similar effects were observed in Ecuador and Chile, where English advertising were reportedly more persuasive in (Alvarez, Uribe, and León De-La-Torre 2017). ...

Language Choice in Advertising for Multinational Corporations and Local Firms: A Reinquiry Focusing on Monolinguals
  • Citing Article
  • October 2015

... These pertain to beliefs that an unhealthy behavior can be compensated for by engaging in a healthy behavior and were found to hinder health behavior change (Amrein et al., 2017). This has also been labeled in other literature as the "licensing effect" (Khan & Dhar, 2006), that is, when people allow themselves to do something "bad" (e.g., immoral or unhealthy) after doing something "good" (e.g., moral or healthy), including food choices (e.g., Chang & Lin, 2015;Prada et al., 2016;Prinsen et al., 2019). These compensatory beliefs or licensing effects may help to explain why some participants assumed they could eat more sugar, namely due to following a vegan diet or because they practice physical exercise regularly. ...

Physical activity and food consumption: The moderating role of individual dieting tendency
  • Citing Article
  • May 2015

... For example, Cian, Longoni and Krishna (2020) revealed that intermediate process information about how a product works increases trust in product efficacy by facilitating mental simulation of product usage. Lin and Chang (2012) ascertained that consumers consider green or environmentally friendly products to be less effective than counterpart products; this is because consumers have a negative association between ethicality and competence. ...

Double Standard: The Role of Environmental Consciousness in Green Product Usage
  • Citing Article
  • September 2012

Journal of Marketing

... lower) numbers as more expensive, while overlooking the unit in which the numbers appear (Pandelaere, Briers, & Lembregts, 2011;Pelham, Sumarta, & Myaskovsky, 1994). For example, people often overspend when traveling to a country where the currency is a fraction of one's home currency but underspend when it is a multiplier of said home currency (Lin & Fang, 2013;Raghubir & Srivastava, 2002). Fecher, Robbert, and Roth (2019) found that the same products were viewed as significantly more expensive when presented in price per kg (vs. ...

The face value of foreign currency on consumer price perception—The moderating effect of product substitution
  • Citing Article
  • June 2013

Journal of Business Research

... When message content resonates with an individual's regulatory focus, it increases perceived processing fluency and message persuasiveness. For example, individuals with a prevention focus are receptive towards negativity-accentuating losses, while those with a promotion focus welcome positivity-underscoring gains (Lee et al., 2009;Lin et al., 2012). Building on this and combining it with the aforementioned discussions, we suggest that low (high) controllability attributions of ugly appearance activate prevention (promotion) focus in consumers. ...

Self-construal and regulatory focus influences on persuasion: The moderating role of perceived risk
  • Citing Article
  • August 2012

Journal of Business Research