Undergraduate Research Opportunities Center

Undergraduate Research Mentor Award

Banner of UROC Mentor Award Recipients in various settings

The Undergraduate Research Opportunities Center (UROC) offers the UROC Undergraduate Research Mentor Award to recognize and honor the practice of mentoring undergraduate research and scholarship at California State University, Monterey Bay (CSUMB). This award is intended to recognize demonstrated excellence in supporting undergraduate researchers, to encourage mentoring relationships with undergraduate students, and to convey the campus' high regard for such contributions made by the academic and research community at CSUMB and other regional research institutions.

Both CSUMB and UROC embrace the vision of providing innovative and relevant educational opportunities to our unique population of undergraduate students. The UROC Undergraduate Research Mentor Award recognizes mentors who strive to uphold this vision by enhancing research opportunities for CSUMB’s undergraduate population and cultivating a collaborative, intellectual community.

Mentor of Year Award 2020

Dr. Jenny (Meng-Hsien) Lin

Dr. Jenny (Meng-Hsien) Lin is currently an Assistant Professor of Marketing at California State University, Monterey Bay. She received her Ph.D. in Marketing from Iowa State University and her MBA and MS in Biomedical Sciences prior to that. She holds a BS in Veterinary Medicine from Taiwan, where she is originally from.

Her research focuses on studying individual differences in sensory (olfaction, haptic, visual) perceptions and its impact on consumer decision making and consumer well-being outcomes using a combination of surveys, behavioral experiences, neuroscience methods and in-depth interviews. Her other research interests involve understanding children's cognitive and emotional processing of online advertising and the influence of social media with the focus of empowering parents (mothers in particular) through understanding their use of social media.

Picture of Dr. Lin and her son.
Dr. Jenny Lin with her son
Dr. Jenny (Meng-Hsien) Lin
Dr. Jenny Lin

Dr. Lin's work has been published in European Journal of Marketing, Journal of Advertising, Journal of Consumer Affairs, Frontiers in Psychology and other scholarly outlets. Her research has implications for marketers, retailers, advertisers, and public policymakers. Dr. Lin has been awarded the Best Article for Journal of Advertising in 2019, and in the same year, she also received the CSUMB Faculty Discovery and Creation Award.

Dr. Lin has mentored 16 UROC Researchers and Scholars, including students majoring in business or psychology. Four of her past students have been selected as delegates representing CSUMB at the CSU Student Research Competition, in which two teams won first place in the Business, Economics, and Public Policy session. She has co-authored with several of her students resulting in over 10 peer-reviewed articles and can be seen in conference papers, book chapters and case study. In her free time, she enjoys spending time her 3-year-old son and 14-year-old cat. She also traveling the world and her son has followed her on many of her adventures.

A Message from Shyam Kamath, Dean of the College of Business