Lily Lin

Assistant Professor, Marketing
BA (UBC), M.Sc. (Western Ontario), PhD (UBC)

Burnaby Room: WMC 4370
Burnaby Phone: 778.782.9729
Surrey Room: SUR 5049
Surrey Phone: 778.782.3919

Email Address:


Lily Lin joined the marketing area at the Beedie School of Business in 2017. Prior to joining SFU, she was an assistant professor of marketing at California State University, Los Angeles. Lily’s research focuses on the effects of social norms and social influence on consumer behaviour. Specifically, she is interested in examining consumers’ reactions toward norm violations and the occurrence of punishment behaviours in consumption contexts. She is also interested in domains related to motivation and self-regulation, including consumers’ motivation to purchase luxury products and factors that can influence people’s decisions to live healthier lifestyles. Lily received her B.A. from the University of British Columbia, her M.Sc. from the University of Western Ontario, and her Ph.D. from the University of British Columbia.



Specialization and Research Interests

Social Influence; Social Norms; Consumer Punishment Behaviour; Self-Regulation; Motivation


Selected Publications

Articles and Reports

Lily Lin, JoAndrea Hoegg, & Karl Aquino

When Beauty Backfires: The Effects of Server Attractiveness on Consumer Taste Perception

2018 | Journal of Retailing.

Lily Lin, Darren W. Dahl, & Jennifer J. Argo

Refining the Tightness and Looseness Framework With a Consumer Lens

2017 | Journal of Consumer Psychology. 27(3): 392-397

Lily Lin, & Brent McFerran

The (Ironic) Dove Effect: Use of Acceptance Cues for Larger Body Types Increases Unhealthy Behaviors

2016 | Journal of Public Policy & Marketing. 35(1): 76-90

Katherine White, Lily Lin, Darren W. Dahl, & Robin Ritchie

When do Consumers Avoid Imperfections? Superficial Packaging Damage as a Contamination Cue

2016 | Journal of Marketing Research. 53(1): 110-123

Lily Lin, Darren W. Dahl, & Jennifer J. Argo

Do the Crime, Always Do the Time? Insights into Consumer-to-Consumer Punishment Decisions

2013 | Journal of Consumer Research. 40(1): 64-77

Andrew C. Szeto, Richard M. Sorrentino, Satoru Yasunaga, Sadafusa Kouhara, & Lily Lin

Motivation and Performance: Uncertainty Regulation in Canada and Japan

2011 | Motivation and Emotion. 35: 338-350

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