Master‵s Program in Communication , NCCU

Journal Publications

• 林穎青*, 2026.07, '“Buy-one-get-one-free” versus “share-with-a friend” deals: A construal-level approach to promotion framing, ' Journal of Consumer Behaviour, Vol.25, No.4, pp.2164–2177.(SSCI)(*為通訊作者) Ref.
• Chang, Chiu-chi Angela;Ying-Ching Lin*, 2024.09, 'Giving a Conspicuously Branded Gift: The Role of Guilt, ' International Journal of Consumer Studies, Vol.48, No.5, pp.e13090.(SSCI)(*為通訊作者) Ref.
• Lin, Ying-Ching*;Chiu-chi Angela Chang, 2021.10, 'Influencing Consumer Response to Highly Aesthetic Products: The Role of Mindsets, ' Journal of Retailing, Vol.97, No.3, pp.459-476.(SSCI)(*為通訊作者) Ref.
• Lin, Ying-Ching*;Chang, Chiu-chi Angela*, 2017.04, 'Exploring Wasteful Consumption, ' Journal of Environmental Psychology, Vol.49, No.April, pp.106-111.(SSCI)(*為通訊作者) Ref.
• Lin, Ying-Ching*;Kai-Yu Wang;Jun-Yi Hsieh, 2017.04, 'Creating an Effective Code-switched Ad for Monolinguals: The Influence of Brand Origin and Foreign Language Familiarity, ' International Journal of Advertising, Vol.36, No.4, pp.613-631.(SSCI)(*為通訊作者) Ref.
• Lin, Ying-Ching*;Wang, Kai-Yu, 2016.12, 'Local or Global Image? The Role of Consumers' Local-Global Identity in Code-Switched Advertising Effectiveness Among Monolinguals, ' Journal of Advertising, Vol.45, No.4, pp.482-497.(SSCI)(*為通訊作者)
• Lin, Ying-Ching*;Wang, Kai-Yu, 2016.01, 'Language Choice in Advertising for Multinational Corporations and Local Firms: A Re-Inquiry Focusing on Monolinguals, ' Journal of Advertising, Vol.45, No.1, pp.43-52.(SSCI)(*為通訊作者) Ref.
• Chang, Chiu-chi Angela;Lin, Ying-ching*, 2015.05, 'Physical Activity and Food Consumption: The Moderating Role of Individual Dieting Tendency, ' Journal of Health Psychology, Vol.20, No.5, pp.490-499.(SSCI)(*為通訊作者) Ref.
• Lin, Ying-ching*;Fang, Shiuan-Huei, 2013, 'The Face Value of Foreign Currency on Consumer Price Perception—The Moderating Effect of Product Substitution, ' Journal of Business Research, Vol.66, No.6, pp.745-751.(SSCI)(*為通訊作者) Ref.
• Lin, Ying-Ching*;Chang, Chiu-chi Angela, 2012, 'Double Standard: The Role of Environmental Consciousness in Green Product Usage, ' Journal of Marketing, Vol.76, No.5, pp.125-134.(SSCI)(*為通訊作者) Ref.
• Lin, Ying-Ching*;Chang, Chiu-chi Angela;Lin, Yu-Fang, 2012, 'Self-construal and Regulatory Focus Influences on Persuasion: The Moderating Role of Perceived Risk, ' Journal of Business Research, Vol.65, No.8, pp.1152-1159.(SSCI)(*為通訊作者) Ref.
• Huang, Wen-Hsien;Lin, Ying-Ching*;Wen, Yu-Chia, 2010, 'Attributions and Outcomes of Customer Misbehavior, ' Journal of Business and Psychology, Vol.25, No.1, pp.151-161.(SSCI)(*為通訊作者) Ref.
• Raghubir, Priya*;Tyebjee,Tyzoon T.;Lin, Ying-Ching, 2008, 'The Sense and Nonsense of Consumer Product Testing: How to Identify Whether Consumers Are Blindly Loyal?, ' Foundations and Trends in Marketing, Vol.3, No.3, pp.127–176.(*為通訊作者) Ref.
• Lin, Ying-Ching*;Lin, Chien-Hsin, 2007, 'Impetus for Worship: An Exploratory Study of Adolescents’ Idol Adoration Behaviors, ' Adolescence, Vol.42, No.167, pp.577-588.(SSCI)(*為通訊作者)
• Lin, Chien-Hsin*;Shih, Hsin-Yu;Sher, Peter J.;Lin, Ying-Ching, 2006, 'E-Service Value: Moderating Roles of Consumer Knowledge and Risk Perceptions, ' ournal of e-Business, 8(4),., Vol.8, No.4, pp.447-468.(TSSCI)(*為通訊作者)
• Lin, Ying-Ching;Raghubir, Priya*, 2005, 'Gender differences in unrealistic optimism about marriage and divorce: Are men more optimistic and women more realistic?, ' Personality and Social Psychology Bulletin, Vol.31, No.2, pp.198-207.(SSCI)(*為通訊作者) Ref.
• Lin, Chien-Huang;Lin, Ying-Ching*;Raghubir, Priya, 2004, 'The Interaction between Order Effects and Perceived Controllability on the Self-Positivity Bias, ' Advances in Consumer Research, Vol.31, pp.523-529.(SSCI)(*為通訊作者)
• Lin, Ying-Ching*;Lin, Chien-Huang;Raghubir, Priya, 2003, 'Avoiding Anxiety, Being in Denial or Simply Stroking Self-Esteem: Why Self-Positivity?, ' Journal of Consumer Psychology, Vol.13, No.4, pp.464-477.(SSCI)(*為通訊作者)

Presentation/Proceedings

• Ying-Ching Lin*;Chiu-chi Angela Chang, 2024.08, 'Exploring the effect of guilt on giving a consciously branded gift, ' 2024 AMA Summer Academic Conference, American Marketing Association.(*為通訊作者) Ref.
• Chiu, Tao-Sheng;Kai-Yu Wang*;Wen-Hai Chih;Jaime Ortiz;Ying-Ching Lin;Xiu-Hua Yang, 2019.03, 'The Dual-mediation Effect of Perceived Accuracy and Perceived Connectedness on Consumer Attitude toward Social Network Advertising, ' The 2019 Annual Meeting of the Association of Marketing Theory and Practice, Association of Marketing Theory and Practice.(*為通訊作者) Ref.
• Lin, Ying-Ching;Chiu-chi Angela Chang*, 2018.10, 'Influencing Consumer Response to Products with High Styling: The Role of Mindsets, ' ACR Dallas 2018, Association for Consumer Research, pp.78.(*為通訊作者) Ref.
• Lin, Ying-Ching*;An-Ni Su;Sheng-Hui Wang, 2017.06, 'Identity Marketing: The Moderating Effect of Self Construal and Product Category on Consumer Agency, ' 2017 AMS World Marketing Congress, Academy of Marketing Science.(*為通訊作者) Ref.
• Lin, Ying-Ching*;Chiu-chi Angela Chang, 2017.02, 'The Influence of Pro-environmental Credentials on Wasteful Consumption, ' AMA 2017 WINTER MARKETING ACADEMIC CONFERENCE, American Marketing Association.(*為通訊作者) Ref.
• Lin, Ying-Ching*;Kai-Yu Wang;Jun-Yi Hsieh, 2016.02, 'Re-investigating Language Choice for Multinational Corporations and Local Firms with a Focus on Monolinguals, ' AMA 2016 WINTER MARKETING ACADEMIC CONFERENCE, American Marketing Association.(*為通訊作者) Ref.

Current Position

• Title
• Department
• Duration

• 教授
• 傳播學院
• 2015/02/01 ~

Administrative Position

• Title
• Department
• Duration

• 教授
• 廣告學系
• 2025/08/01 ~

• Title
• Department
• Duration

• 教授
• 傳播學院大一大二不分系
• 2025/08/01 ~