Research Interests
​Prosocial Consumer Behavior, Gift-giving, AI empathy, Incentives, and Branding

​Research Methodology
Field experiment, Experimental design

Dissertation
“Pre-giving Incentives and Protagonist Foci: Two Essays on Charity Advertising Effectiveness”

Publications

• Shi, Haijiao, Rong Chen and Bingqing (Miranda) Yin (2024), “Thoughtful or Thoughtless? Asymmetric Attitudes of Gift-givers and Gift-recipients toward Overpackaged Gifts,” Accepted, Journal of Retailing, https://doi.org/10.1016/j.jretai.2024.10.002 (equal second authorship)
• Yin, Bingqing (Miranda) and Yexin Li (2023), “Benefactor- versus Recipient-Focused Charitable Appeals: How to Leverage In-Group Bias to Promote Donations for Out-Group Recipients,” Journal of Advertising, 52 (5), 739-55. 
• ​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," Journal of Marketing, 84 (November), 57-73.​
• 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,”  International Journal of Research in Marketing (IJRM), 37 (September), 644-60. 
• 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

Selected Field Experiments Conducted

• A 6,000 people direct mail campaign with the SLO Food Bank
  
• A 9,000 people direct mail campaign with Headquarters Counseling Center (in “The Effect of Pre-giving Incentives on Perceptions of Charitable Organizations and Donation Behavior”)
  
• 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”)
  
• A Facebook field experiment with Facebook pixel, conversion APIs and google analytics
  
• A grocery store field experimen
  

Selected Conference Presentations

• Li, Ying Ying and Bingqing Yin; “Brands and Logos: Cultivating Compliance: The Influence of Anthropomorphic Branding on Consumer Responses to Brand Sustainability,” 2024 Academy of Marketing Science conference, Special Session, Coral Gables,, Florida. 
  
• Yin, Bingqing (Miranda)* and Jessica Li (2023), “Feature the Benefactor or the Victim? It Depends on Whom Donors Feel Closer to,” AMA Summer Academic Conference, Working Paper Session (Accepted), San Fransico, California.
  
• Yin, Bingqing (Miranda)*, Yexin Li and Jenny Olson (2023), ““Feeling Morally Elevated: When and Why a Previous Donor’s Income Influences Observers’ Subsequent Donation Behavior,” 2023 Academy of Marketing Science conference, Competitive Paper session, New Orleans, LA. 
  
• Yin, Bingqing (Miranda)*, Yexin Li and Jenny Olson (2022), “It’s the Heart that Matters: The Effect of Benefactor Income on Perceived Motivations, Moral elevation, and Donation Behaviors,” 2022 Society for Consumer Psychology, Individual/competitive Paper Session, Virtual.
  
• Yin, Bingqing (Miranda)*, Yexin Li and Jenny Olson (2021), “Let the Weak Lead the Strong: Low-Income Benefactors Motivate Others to Give,” 2021 Association for Consumer Research conference, Competitive Paper Session, Virtual.
  
• Yin, Bingqing (Miranda)* (2020), “Featuring a Benefactor or a Victim? How Charity Appeals with Different Protagonist Focus Affect Donation Behavior,” Competitive Paper Session, 42nd Annual ISMS Marketing Science Conference, Duke University; Durham, North Carolina (Accepted but not presented). 
• 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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