Title: Goals, Motivation, and Behavioral Incentives

Speaker: Liyin Jin

Time: November 25^th, 2025 (Tuesday) 14:00

Venue: 405, School of Business, East China University of Science and Technology

Organizer: School of Business, East China University of Science and Technology

Guest Bio:
  Professor Liyin Jin serves as Chair of the Department of Marketing at Fudan University's School of Management and supervises doctoral candidates. His research has been published in prestigious journals including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, OBHDP, and Journal of Personality and Social Psychology. He has led key projects funded by the National Natural Science Foundation of China, including the National Science Fund for Distinguished Young Scholars, and is recognized as a national-level high-caliber talent. Professor Jin has received the China Management Youth Award. He currently serves as Vice President of the China Association of Marketing in Higher Education and Associate Editor of the Journal of Marketing Science.

Synopsis:

  This lecture will introduce relevant theories and methodologies concerning goal and consumer motivation research, with a focus on sharing research findings, theoretical frameworks, and management implications regarding how goal structure design influences motivational dynamics. Additionally, it will explore research and insights on how managers can leverage goal structure design to intervene in consumer behavior.