Lily Lin

Assistant Professor, Marketing

Burnaby Room: WMC 4370
Burnaby Phone: 778.782.9729

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’ motivations to consume 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.


Journal Publications:

Lin, Lily and Brent McFerran (2016), “The (Ironic) Dove Effect: Use of Acceptance Cues for Larger Body Types Increases Unhealthy Behaviors,” Journal of Public Policy & Marketing, 35 (1), 76-90.

White, Katherine, Lily Lin, Darren W. Dahl, and Robin Ritchie (2016), “When do Consumers Avoid Imperfections? Superficial Packaging Damage as a Contamination Cue,” Journal of Marketing Research, 53 (1), 110-23.

Lin, Lily, Darren W. Dahl, and Jennifer J. Argo (2013), “Do the Crime, Always Do the Time? Insights into Consumer-to-Consumer Punishment Decisions,” Journal of Consumer Research, 40 (June), 64-77.

Specialization and Research Interests

Research Interests: Social Influence; Social Norms; Consumer Punishment Behaviour; Self-Regulation; Motivation


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