Lily Lin

Assistant Professor, Marketing


Room: WMC 4370

Phone: 778.782.9729



BA (UBC), M.Sc. (Western Ontario), PhD (UBC)


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.



Research Interests

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


Selected Publications

articles and reports

Lin, L. (2018, November). Attractive restaurant servers can influence what we think of our meals. Conversation.

Lin, L., Hoegg, J. A., & Aquino, K. (2018). When beauty backfires: The effects of server attractiveness on consumer taste perceptions. Journal of Retailing, 94(3), 296-311.

Lin, L., Dahl, D. W., & Argo, J. J. (2017). Refining the tightness and looseness framework with a consumer lens. Journal of Consumer Psychology, 27(3), 392-397.

Lin, L., & McFerran, B. (2016). The (ironic) dove effect: Use of acceptance cues for larger body types increases unhealthy behaviors. Journal of Public Policy and Marketing, 35(1), 76-90.

White, K., Lin, L., Dahl, D. W., & Ritchie, R. J. (2016). When do consumers avoid imperfections? Superficial packaging damage as a contamination cue. Journal of Marketing Research, 53(1), 110-123.

Lin, L., Dahl, D. W., & Argo, J. J. (2013). Do the crime, always do the time? insights into consumer-to-consumer punishment decisions. Journal of Consumer Research, 40(1), 64-77.

Szeto, A. C., Sorrentino, R. M., Yasunaga, S., Kouhara, S., & Lin, L. (2011). Motivation and performance: Uncertainty regulation in Canada and Japan. Motivation and Emotion, 35(3), 338-350.