I am an Assistant Professor of Marketing at INSEAD. 

I investigate how consumers maintain an image of themselves as good and virtuous in everyday life. My research spans various consumer domains, including prosocial behavior, goal pursuit, identity signaling, and dyadic consumption.

My work has been published in marketing and psychology outlets such as Journal of Marketing Research, Journal of Personality and Social Psychology, Journal of Experimental Psychology: General, Organizational Behavior and Human Decision Processes, and Journal of Consumer Psychology. In 2025, I received the Society for Consumer Psychology Early Career Award, which is awarded to up to two scholars annually within eight years of receiving their Ph.D. and recognizes emerging scholars whose research promises to shape the field of consumer psychology.

Before joining INSEAD, I was an Assistant Professor of Marketing at Singapore Management University. I received my Ph.D. from the Stanford Graduate School of Business, where I was advised by Christian Wheeler. Before starting my Ph.D., I received my B.A. with a double major in Psychology and Chinese at Williams College, and then spent two years teaching at Phillips Exeter Academy. I am originally from Lexington, MA, USA.

I can be reached at stephanie.lin at INSEAD dot edu.