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丁瑛系别：市场营销系职称：副教授电话：8610-62519403 邮箱：dingying@rmbs.ruc.edu.cn 地址：明德商学楼1015

相关新闻

个人简历

主要教育经历

2008年9月 - 2014年1月：北京大学光华管理学院，博士

2004年9月 - 2008年7月：北京大学光华管理学院，学士

主要工作经历

2018年8月 - 至今：中国人民大学商学院市场营销系，副教授

2014年3月 - 2018年7月：中国人民大学商学院市场营销系，讲师

研究方向

消费心理与行为；数字化营销；绿色消费与可持续营销

讲授课程

消费者行为（MBA）

Consumer Behavior（纯英文授课，面向国际交换生）

认知心理学（硕博连读生）

管理整合（MPAcc）

研究成果

主要学术论文

1. Ding, Ying, and Sunxu Xu (2022), “Detrimental Impact of Contagious Disease Cues on Consumer Preferences for Anthropomorphic Products,” Marketing Letters , https://doi.org/10.1007/s11002-022-09614-x

2. Xia Wang, and Ying Ding (2022), “The Impact of Monetary Rewards on Product Sales in Referral Programs: The Role of Product Image Aesthetics,” Journal of Business Research , 145, 828-842.

3. Ding, Ying, Yanping Tu, Jingchuan Pu, Liangfei Qiu (2021), “Environmental Factors in Operations Management: The Impact of Air Quality on Product Demand,” Production and Operations Management (UT/DALLAS 24), 30 (9), 2910-2924, https://doi.org/10.1111/poms.13410.

4. Pang, Jun, and Ying Ding (2021), “Blending Package Shape with the Gender Dimension of Brand Image: How and Why,” International Journal of Research in Marketing (欧洲营销协会会刊), 38 (1), 216-231. corresponding author.

5. Ding, Ying, Jiaqi Zhong, Guoqing Guo, Fengchao Chen (2021), “The Impact of Reduced Visibility Caused by Air Pollution on Construal Level,” Psychology & Marketing (SSCI), 38 (1), 129-141.

6. Zhou, Jilei, Jing Zhou, Ying Ding, and Hansheng Wang (2019), “The Magic of Danmaku: A Social Interaction Perspective of Gift Sending on Live Streaming Platforms,” Electronic Commerce Research and Applications (SSCI), 34 (March), doi:10.1016/j.elerap.2018.11.002.

7. Ding, Ying, and Hean Tat Keh (2017), “Consumer Reliance on Intangible versus Tangible Attributes in Service Evaluation: The Role of Construal Level,” Journal of the Academy of Marketing Science (FT50期刊), 45 (6), 848-865.

8. Ding, Ying, Echo Wen Wan, and Jing Xu (2017), “The Impact of Identity Breadth on Consumer Preference for Advanced Products,” Journal of Consumer Psychology (FT50期刊), 27 (2), 231-244, doi:10.1016/j.jcps.2016.11.001.

9. Wang, Lili and Ying, Ding (2017), “An Exemption for Pioneer Brands: The Influence of Brand Community Rejection on Brand Evaluation,” European Journal of Marketing , 51 (5/6), 1029-1048.

10. Ding, Ying, and Hean Tat Keh (2016), “A Re-Examination of Service Standardization versus Customization from the Consumer’s Perspective,” Journal of Services Marketing , 30 (1), 16-28.

11. Echo Wen Wan, Jing Xu, and Ying Ding (2014), “To Be or Not To Be Unique: The Effect of Social Exclusion on Consumer Choice,” Journal of Consumer Research （UT/DALLAS 24期刊）, 40 (6), 1109-1122, 通讯作者.

12. 丁瑛，杨晨（2021），“社会拥挤对炫耀性消费的影响机制研究,”《南开管理评论》（CSSCI），24 (4)，4-15。

13. 丁瑛，钟嘉琦（2020），“社会拥挤对自我提升类产品偏好的影响，”《心理学报》（CSSCI），52 (2), 216-228。

14. 丁瑛，庞隽，王妍苏（2019），“性别-形状内隐联结与消费者的产品形状偏好，” 《心理学报》（CSSCI），51 (2)，216-226。

15. 丁瑛，宫秀双（2016），“社会排斥对产品触觉信息偏好的影响及其作用机制，”《心理学报》（CSSCI），第48卷第10期，1302-1313.

16. 宫秀双，丁瑛（2016），“营销视角下的社会排斥研究回顾和展望，”《营销科学学报》（CSSCI），12 (4), 109-123。

17. 丁瑛，张红霞（2010），“品牌文化测量工具的开发及其信、效度检验，” 《南开管理评论》（CSSCI），第5期，115-122.

18. 丁瑛，徐菁，张影（2012），“消费者如何应对选择困难—选择困难的不同归因方式对折中效应的影响，”《营销科学学报》，第8卷第3期，1-10.

19. 张红霞，丁瑛，Angela Y. Lee，徐菁（2013），“依赖VS独立？中国消费者自我构念的年龄和地域差异及对广告诉求的偏好影响，”《营销科学学报》，第9卷第1期，50-61.

学术专著

丁瑛（2022），生态环境与消费决策. 北京邮电大学出版社, 21.1万字.

丁瑛（2017），社会情境下的消费行为研究. 新华出版社, 21万字.

纵向课题

项目主持人，国家自然科学基金面上项目（72272143），自然展露对消费者决策与偏好的影响机制研究

项目主持人，国家自然科学基金面上项目（71872173），社会拥挤对消费者决策模式及产品偏好的影响机制研究

项目主持人，国家自然科学基金青年项目（71502172），身份广度对消费者决策行为的影响机制研究

学术会议报告

Xu, Sunxu, and Ying Ding, “The Impact of Pandemic Cues on Consumer Preference for Anthropomorphic Products,” Association for Consumer Research North American Conference , Seattle, US, 2021 (Oct).

Zhong, Jiaqi, and Ying Ding, “The Impact of Online Versus Offline Shopping Channel on Intertemporal Preferences,” 43rd Annual ISMS Marketing Science Conference, 2021 (June).

Zhong, Jiaqi, and Ying Ding, “Improve Yourself to Strive for More Space: Social Crowding Increases Preference for Self-Improvement Products,” Association for Consumer Research North American Conference , Atlanta, US, 2019 (Oct).

Chen, Yang, Echo Wen Wan, and Ying Ding, “The Impact of Social Crowding on Consumer Preference For High Visual Contrast Products,” Association for Consumer Research North American Conference , Atlanta, US, 2019 (Oct).

Ding Ying, Meng Zhu, and Echo Wen Wan, “The Upside of Social Crowding on Consumer Product Preference,” Association for Consumer Research North American Conference , San Diego, US, 2017 (Oct), Chair of the special session.

Ding Ying, Xiushuang Gong, “Plush Bear or Metallic Bear? The Effect of Social Exclusion on Consumer Preference for Different Product Textures,” Association for Consumer Research North American Conference , New Orleans, US, 2015 (Oct).

Chen, Fengchao, Ying Ding and Wei Chen, “Clear Today but Foggy Tomorrow: The Impact of PM2.5 on Construal Level,” Association for Consumer Research Asian Pacific Conference , Hong Kong, 2015 (Jun).

Ding Ying, Echo Wen Wan and Jing Xu, “Will Broad Identity Increase Preference for More Advanced Products? The Impact of Social Identity Framing on Consumer Choice,” Association for Consumer Research North American Conference (Session Chair), Baltimore, US, 2014 (Oct).

Ding Ying, Jing Xu, and Echo Wen Wan, “Optimistic Mentality: The Impact of Identity Framing on Consumer Choice,” Annual Conference of China Marketing Science , Beijing, 2013 (Aug).

Ding Ying, Jing Xu, and Echo Wen Wan, “Will Broad Identity Broaden Your Vision? The Influence of Identity Framing on Prosocial Behavior,” Association for Consumer Research North American Conference (Special Session Accepted), Vancouver, Canada, 2012 (Oct).

Ding Ying, Jing Xu, and Echo Wen Wan, “Will Broad Identity Broaden Your Vision? The Influence of Identity Framing on Prosocial Behavior,” Marketing Scholar Forum X , Hong Kong, 2012 (June).

Ding Ying, Jing Xu, and Echo Wen Wan, “Coping with My Loneliness: The Effects of Social Exclusion on Consumer Choice of Unique Products,” Association for Consumer Research North American Conference , St. Louis, US, 2011 (October).

Ding, Ying and Wenbo, Ji, “When I Feel Excluded, I Want More Food: The Effect of Social Exclusion on Consumers’ Food Choosing Behavior,” Proceeding of 40th European Marketing Academy Conference (EMAC) , Ljubljana, Slovenia, 2011 (May).

Zhang, Hongxia, Ying, Ding, Angela Lee, Jing Xu, “Have Cultural Value been Shifted in Modern China? An Empirical Investigation of Self-construal and Regulatory Focus for Chinese,” Proceeding of 40th European Marketing Academy Conference (EMAC) , Ljubljana, Slovenia, 2011 (May).

Ding, Ying, “Will You Listen to the Strangers’ Comments? The Effect of Online Product Reviews from JE-SE Perspective,” Global Marketing Conference , Tokyo, Japan, 2010 (Sep).

Ding, Ying, Jing Xu and Echo Wen Wan, “Coping with My Loneliness: The Effect of Social Exclusion on Consumers Choice of Unique Products,” Marketing Scholar Forum VIII , Shanghai, China, 2010 (Jun).

Ma, Hua, Ying Ding, and Hongxia, Zhang “Brand Pyramid: An Exploratory Study on Brand Culture,” 9 ^th International Conference Marketing Trends , Venice, Italy, 2010 (Jan).

开发案例、编写教材

江林，丁瑛（2022），消费者心理与行为（第七版），中国人民大学出版社，54.4万字，“十二五”国家级规划教材，北京高等教育精品教材，共同主编。

丁瑛，刘艳筝，王飞凡（2022），从攻城到攻心：劲牌的营销策略转型之路。

实践课题、决策咨询

劲牌学院客座教授，2019-2022

社会兼职及荣誉

主要社会兼职

《营销科学学报》编委，2014年至今

中国高等院校市场学研究会第十一届理事（2019年8月至2023年7月）

中国管理现代化研究会营销管理专业委员会常务理事

美国消费者研究协会会员Association for Consumer Research

美国消费者心理协会会员Society for Consumer Psychology