Research Interests
​Prosocial Consumer Behavior,  Prosocial Emotion, Branding and Relationship Norms
   
​Research Methodology
Field experiment, Experimental design

Dissertation
“Pre-giving Incentives and Protagonist Foci: Two Essays on Charity Advertising Effectiveness”
Publications
  • Yin, Bingqing (Miranda), Yexin Li, and Surendra Singh (2020), " Coins are Cold and Cards are Caring: The Effect of Pre-giving Incentives on Charity Perceptions, Relationship Norms and Donation Behavior," Forthcoming at Journal of Marketing.​
  • Choi, Jungsil, Yexin J. Li, Priyamvadha Rangan, Bingqing (Miranda) Yin, and Surendra N. Singh (2020), “ Opposites Attract: Impact of Background Color on Effectiveness of Emotional Charity Appeals,” Forthcoming at International Journal of Research in Marketing (IJRM).
  • Sanjay,  Mishra, Surendra Singh, Fang Xiang and Bingqing Yin (2017), “Impact of Diversity, Quality and Number of Brand Alliance Partners on the Perceived Quality of a New Brand,” Journal of Product and Brand Management, 26 (2), 159-76.
  • Yin, Bingqing and Susie Pryor (2012), “Beauty in the Age of Marketing,” Review of Business & Finance Case Studies, 3 (1), 119-32.
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​Manuscripts Under Review and Working Papers
  • Please see my CV
Field Experiments Conducted
  • ​A 9,000 people direct mail campaign  with Headquarters Counseling Center (in Dissertation essay 1)
  • A 10,528 people direct email campaign with Salvation Army of Douglas County (in the Opposites Attract: Impact of Background Color on Effectiveness of Emotional Charity Appeals paper)
Conference Presentations
  • Yin, Bingqing (Miranda)* and Yexin Li (2020), “The Effect of Pre-giving Incentives on Relationship Norms and Donation Behavior,” AMA Winter Academic Conference, competitive Paper Session, San Diego, California.
  • Yin, Bingqing (Miranda)* and Yexin Li (2019), “The Effect of Pre-giving Incentives on Relationship Norms and Donation Behavior,” Society for Consumer Psychology, Individual/competitive Paper Session, Savannah, Georgia.
  • Yin, Bingqing (Miranda)* and Yexin Li (2018), “Preference Reversal in the Context of Mysterious Consumption,” Association for Consumer Research, Working Paper Session, 2018 Summer AMA Conference, Boston, Massachusetts.
  • Yin, Bingqing (Miranda)* and Jin Seok Pyone (2018), “When Featuring a Benefactor (vs. Victim) Elicits More Donations: The Role of Moral Elevation and Group Membership in Charitable Donation,” Association for Consumer Research, Competitive Paper Session, Dallas, Texas.
  • Yin, Bingqing (Miranda)* and Jin Seok Pyone (2018), “Feature the Benefactor or the Victim? It Depends on Whom Donors Feel Closer to,” Society for Consumer Psychology, Individual/competitive Paper Session, Dallas, Texas.
  • Yin, Bingqing (Miranda)*, Yexin Li, and Surendra Singh (2017), “The Effect of Pre-giving Incentives on Relationship Norms and Donation Behavior,” Association for Consumer Research, Competitive Paper Session, San Diego, California.
  • Yin, Bingqing (Miranda)* and Jin Seok Pyone (2017), “Feature the Benefactor or the Victim? How Charity Advertisements with Different Protagonist Foci Affect Donation Behavior,” Association for Consumer Research, Working Paper Session, San Diego, California.
  • Yin, Bingqing (Miranda)*, Yexin Li, and Surendra Singh (2017), “The Effects of Pre-giving Incentives on Relationship Norms and Charitable Donations,” Competitive Paper Session, 39th Annual ISMS Marketing Science Conference, University of Southern California; Los Angeles, California.
  • Yin, Bingqing (Miranda)*, Yexin Li, and Surendra Singh (2017), “The Effects of Pre-giving Incentives on Relationship Norms and Charitable Donations,” Competitive Paper Session, 2017 Summer AMA Conference, San Francisco, California.
  • Yin, Bingqing (Miranda)*, Yexin Li, and Surendra Singh (2016), “The Effects of Pre-giving Incentives on Charitable Donations,” Nebraska Symposium, paper presented at the 25th Annual Mittelstaedt Doctoral Symposium, Lincoln, Nebraska.
  • Yin, Bingqing (Miranda)*, Yexin Li, and Surendra Singh (2015), “Fifty Cents or a Greeting Card? The Effects of Monetary and Non-monetary Pre-giving Incentives on Charitable Donations,” Association for Consumer Research, Working Paper Session, New Orleans, Louisiana. 
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