Prof. Linying (Sophie) FAN

Prof. Linying (Sophie) FAN

Assistant Professor

Academic qualification

  • Ph.D. The Hong Kong Polytechnic University
  • M.Sc. University of Surrey
  • B.B.A. Avans Hogeschool

Linying (Sophie) Fan is an assistant professor of marketing at the Hong Kong University of Science and Technology. Her research focuses on how consumers’ judgments and decisions are influenced by socioeconomic factors, interpersonal concerns, and psychological resources. Dr. Fan’s research has been published on top-tier academic journals, such as the Journal of Consumer Research, and the Journal of Association for Consumer Research. And she received the AMA CBSIG rising star award in 2019.


  • Resource Availability
  • Social Influence on Consumer Behavior
  • Goals and Motivations


Fan, Linying (Sophie), Zhongqiang (Tak) Huang, Xingyu (Marcos) Chu, and Yuwei Jiang (2023), “Stick to My Guns: The Impact of Crowding on Consumers’ Responsiveness to Sale Promotions,” Journal of the Academy of Marketing Science, forthcoming.

Fan, Linying (Sophie), Derek D. Rucker, and Yuwei Jiang (2023), “Power and Need-for-Justification: Asymmetrical Effects on Senders and Receivers in Marketing Communications,Journal of Consumer Research, 50 (2), 236-54.

Fan, Linying (Sophie), Xueni (Shirley) Li, and Yuwei Jiang (2019), "Room for Opportunity: Resource Scarcity Increases Attractiveness of Range Marketing Offers," Journal of Consumer Research, 46 (1), 82–98.

Fan, Linying (Sophie) and Yuwei Jiang (2018), "Don't Surprise Me: How Social Relationships Shape Consumers’ Attitudes toward Probabilistic Selling," Journal of the Association for Consumer Research, 3 (3), 440-50.