I-Ling Ling 

Center for General Education, Kaohsiung Medical University, Taiwan

TEL: +886-7-3121101 Ext. 2204-870

FAX: +886-3111739




2000 Ph.D. (Business Administration, Major in Marketing), National Sun Yat‐Sen University,Taiwan

1993 M. Phil. (Healthcare Management), Kaohsiung Medical University, Taiwan

1985 B.A. (Statistics), Fu Jen Catholic University, Taiwan

Academic Experience

2010 ‐ present Professor, National Chiayi University

2003 ‐ 2010 Associate Professor, National Chiayi University

2000 ‐ 2003 Assistant Professor, National Chiayi University

Industrial Experience

1993 ‐ 1994 Kaohsiung Medical University Chung‐Ho Memorial Hospital

1994 ‐ 1996 Chung Gung Memorial Hospital

Services, Honors and Awards

• Head of Department of Marketing and Logistics/Transportation, National Chiayi University,


• Director of EMBA program, National Chiayi University, Taiwan, 2007‐2010

• Awards of Best Paper, Journal of Management, 2006, 2009

• America Fulbright Research Grant (U.C. Berkeley), the Foundation for Scholarly Exchange

(Fulbright Taiwan), 2005‐2007

• Overseas Research Grant (New York University), National Science Council of Taiwan, 2010‐


• Advisory Committee, Taiwan Assessment and Evaluation Association, 2010‐present

• Fund Grant, National Science Council of Taiwan (now the Ministry of Science and

Technology), 2002, 2004, 2005, 2006, 2007, 2009, 2010, 2011‐2014 (3 consecutive years),

2014‐2017(3 consecutive years)

• Outstanding Teacher Award, National Chiayi University, Taiwan, 2001

Research Summary

I am Professor of Marketing at Department of Marketing & Logistics/Transportation, National Chiayi

University of Taiwan. My research interests are focused on understanding the psychological

mechanisms underlying perception, judgment and decision‐making processes across the human

lifespan in socio‐cultural and consumer‐related medical/health contexts. I also study how people experience and remember death threat events that unfold over time. My research has been published in the Health Marketing Quarterly, Journal of Applied Social Psychology, Theoretical Economics Letters, Adolescence, as well as numerous reputable Chinese Journals. I have been receiving National Science

Council of Taiwan grants (now the Ministry of Science and Technology) grant since 2002. I also serve as the external member in Health Services Marketing Research Group (HealthSMart) in the MARS

Department of AUT in New Zealand.


Refereed Journal Articles:

  1. Jeng-Jer Lin, I-Ling Ling*, Chi-Shiun Lai (2015), Are Customers’ Complaints the Voice of Angels? A Case Study of Fuel Service Encounters in Taiwan, Journal of Quality (EI)
  2. Jeng-Jer Lin*, Chin-Fang Yang, Chi-Shiun Lai, I-Ling Ling (2015), The Influence of Corporate Social Responsibility Activities on Employee’s Behavior: The Moderating Effect of Employee’s Type, Journal of Quality , 22 (3), 213-233 (EI)
  3. I‐Ling Ling, Roger Marshall, Yangzi Xu, Wan‐Ying Lin (2014), Jaypatient‐induced Service Sabotage Behavior: The Issue of Self‐esteem of Hospital Nurses, Health Marketing Quarterly, 31(3) ,213‐230.(EconLit)
  4. Chih‐Hui Shieh, I‐Ling Ling*(2014), Under the Mortality Salience: Effects of Life Philosophy on Hedonic and Utilitarian Consumption, NTU Management Review, 24(4), 132‐140 (in Chinese)(TSSCI)
  5. I‐Ling Ling, Shih‐Chieh Chuang, Chih‐Hui Hsiao (2012), The Effects of Self‐Diagnostic Information on Risk Perception of Internet Addiction Disorder: Self‐Positivity Bias and Online Social Support, Journal of Applied Social Psychology, 42(9), 2111‐2136(SSCI)
  6. I‐Ling Ling, Chih‐Hui Shieh, Jun‐Fang Liao (2012), The Higher the Price the Better the Result? ThePlacebo‐Like Effects of Price and Brand on Consumer Judgments, Theoretical Economics Letters, 2(3), 264‐269 (EconLit)
  7. Yi‐Fen Liu, I‐Ling Ling*, Xun‐Yi Zheng (2011), The Moderating Effects of Schemas and Involvement on Comprehension of Service Consumption, Sun Yat‐Sen Management, 19(3), 597‐631 (in Chinese)(TSSCI)
  8. I‐Ling Ling, Chu‐Ming Yang, Yi‐Fen Liu, Yu‐Hsuan Tsai (2009), Penetrating Adolescents’ Mental Models of Mp3 with ZMET, Adolescence, 44(176), 949‐963 (SSCI)
  9. Yi‐Fen Liu, Yih‐Hen Jou, I‐Ling Ling (2009), Recovery Paradox and Double Deviation: Literature Review and Propositions Development, Management Review, 28(1), 113‐130 (in Chinese)(TSSCI)
  10. Chu‐Ming Yang, Yih‐Hen Jou, I‐Ling Ling (2009), Customers Acting Badly‐An Social Impact Theory Perspective, Marketing Review, 5(3), 305‐346(in Chinese)
  11. I‐Ling LingAdolescence, 43(172), 881‐893 (SSCI)
  12. I‐Ling Ling, Yi‐Fen Liu (2008), Comprehension and Persuasion on Advertising Message: Heuristic‐Systematic Model Approach, Journal of Management, 25(5), 487‐503 (in Chinese) (TSSCI)
  13. I‐Ling Ling, Yih‐Hen Jou, Chu‐Ming Yang (2007), An Attribution Process of Disconfirmation Cognitive Script on Consumer's Response: the Correspondence Inference Mechanism, Journal of Management, 24(3), 277‐288 (in Chinese) (TSSCI)
  14. I‐Ling LingJournal of Management, 22(4), 449‐465 (in Chinese)(TSSCI)
  15. I‐Ling Ling, Fongling Fu, Yih‐Hen Jou, Jannie Lee (2003), The Comparison of Market Segment Variable on the Internet Marketing: Taking Web‐Patronage as an Example, Sun Yat‐Sen Management Review, 11(4), 693‐725 (in Chinese)(TSSCI)
  16. Hsi‐Jei Wu, I‐Ling Ling, Chen‐Yu Wu (2003), An Empirical Study of the Relationship between Physical Surrounding, Employee Performance Cues and Consumer's Response, J, 9(1), 61‐78 (in Chinese)(TSSCI)
  17. I‐Ling Ling, Fongling Fu, Yih‐Hen Jou, Hsi‐Jei Wu (2002), A Cross‐cultural Study of Ethical Decision Making in Marketing: A Comparison of American, French and Taiwanese Students, Sun Yat‐Sen Management Review, 10(4),707‐737 (in Chinese)(TSSCI)
  18. I‐Ling Ling, 2001, An Exploratory Study on Health Care Encounter from Cognitive Script Perspective, Healthcare Management, 2(4), 1‐17 (in Chinese)
  19. Yih‐Hen Jou, Hsi‐Jei Wu, I‐Ling Ling (2001), The Relationship between the Internal Marketing Orientation and Organizational Commitment‐Taking Nursing Personnel as an Example, Pan‐Pacific Management Review, 4(2),193‐207 (in Chinese)
  20. Yih‐Hen Jou, I‐Ling Ling , Hsi‐Jei Wu, (2000), The Influence of Moral Philosophy and Moral Intensity on the Marketer's Ethical Decision‐making Process, Asia Pacific Management Review, 5(4), 467‐485 (in Chinese)
  21. I‐Ling Ling
  22. I‐Ling Ling, Fong Ling Fu, Yih‐Hen Jou (2000), A Comparison Analysis of Patronage/Non‐Patronage on Web Usage, Web Journal of Chinese Management Review, 3(4), 111‐125 (in Chinese)
  23. Yih‐Hen Jou, I‐Ling Ling, Fu‐Yung Kuan (2000), Ethical Decision Making of Marketing Professionals, Chiao Da Management Review, 20(1), 1‐28 (in Chinese)(TSSCI)
  24. Fong Ling Fu, I‐Ling Ling, Yih‐Hen Jou (1999), Moral Intensity and Ethical Decision Making of Marketing Professionals‐A Comparison of American and Taiwanese Marketers, Pan‐pacific Management Review, 3(1), 393‐408 (in Chinese)


  1. 2014-2017,Rewind: The Effect of Imblanced Resource Allocation on Happiness, Ministry of Science and Technology, MOST-103-2410-H-415-018-MY3
  2. 2011-2014,If There Still A Tomorrow: Effects of Mortality Salience on Consumer Behaviors, Ministry of Science and Technology, MOST-100-2410-H-415-004-MY3
  3. 2010, The Higher the Price the Better the Results? The Placebo Effects of Marketing Actions, National Science Council, NSC-99-2410-H-415-022
  4. 2010,The Effects of Warning Label: Heuristic-Systematic Model Approach,National Science Council,NSC99-2918-I-415-001
  5. 2009,The Effects of Warning Label: Heuristic-Systematic Model Approach,National Science Council,NSC98-2416-H-415-003(2009-2010)
  6. 2007,Internet Addiction Disorder or Overuse? Consumer’s Self-Judgment on Risk Perceptions,National Science Council, NSC96-2416-H-415-001
  7. 2006,Effects of Fear Appeal Typicality and Message Cue on the Consumer’s Self-Judgment,National Science Council,NSC95-2416-H-415-003
  8. 2005,The Effects of Organizational Emotional Labor Load, Personality, and Jaycustomer on Service Sabotage,National Science Council,NSC94-2416-H-415-003
  9. 2005,The Study of Consumer Comprehension Process,National Science Council,NSC94-2917-I-415-001
  10. 2004,The Effects of Personal Characteristics and Group Characteristics on Consumer Conformity Intensity,National Science Council,NSC93-2416-H-415-003
  11. 2002,The Effects of Knowledge structure, Learning of Consumer scripts on Consumers’ Purchase, National Science Council, NSC91-2416-H-415-002
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