Monic Sun
Associate Professor, Marketing
Monic Sun studies human experience using theory, behavioral data, neuroscience, and contemplative observation to understand behavior and well-being.
Her earlier work uses game theory, causal inference, and experiments to examine disclosure, user-generated content, channel conflict, targeting, social influence, and sustainability, highlighting how information and incentives can produce unintended effects in markets and platforms.
She is currently developing neuroscience-informed research using physiological and behavioral measures. Her work appears in peer-reviewed journals and has been discussed by outlets such as the BBC, Forbes, and NPR. She earned a B.A. in Economics from Peking University and a Ph.D. in Economics from Boston University.
Education
PhD, Boston University, 2008
MA, Boston University, 2006
BA, Peking University, 2003
Publications
Tony, K., Sun, M., Jiang, B. (2024). “Peer-to-Peer Markets with Bilateral Ratings”, Marketing Science, 43 (5), 1081-1101
Weingarten, E., Duke, K., Liu, W., Hamilton, R., Amir, O., Appel, G., Cerf, M., Goodman, J., Morales, A., O’Brien, E., Quoidbach, J., Sun, M. (2023). “What Makes People Happy? Decoupling the Experiential-Material Continuum”, Journal of Consumer Psychology
Sun, M., Tyagi, R. (2020). “Product Fit Uncertainty and Information Provision in a Distribution Channel”, Production and Operations Management, 29 (10), 2381-2402
Sun, M., Zhang, X., Zhu, F. (2019). “U-Shaped Conformity in Online Social Networks”, Marketing Science, 38 (3), 461-480
Chen, Y., Li, X., Sun, M. (2017). “Competitive Mobile Geo Targeting”, Marketing Science, 36 (5), 666-682
Sun, M., Trudel, R. (2017). “The Effect of Recycling Versus Trashing on Consumption: Theory and Experimental Evidence”, Journal of Marketing Research, 54 (2), 293-305
Branco, F., Sun, M., Villas-Boas, J. (2016). “Too Much Information? Information Provision and Search Costs”, Marketing Science, 35 (4), 605-618
Sun, M., Zhu, F. (2013). “Ad Revenue and Content Commercialization: Evidence from Blogs”, Management Science, 59 (10), 2314-2331
Branco, F., Sun, M., Villas-Boas, J. (2012). “Optimal Search for Product Information”, Management Science, 58 (11), 2037-2056
Liu, T., Sun, M. (2012). “Informal Payments in Developing Countries’ Public Health Sectors”, Pacific Economic Review, 17 (4), 514-524
Thomadsen, R., Zeithammer, R., Iyer, G., Mayzlin, D., Orhun, Y., Pazgal, A., Purohit, D., Rao, R., Riordan, M., Shin, J., Sun, M., Villas-Boas, M. (2012). “A Reflection on Analytical Work in Marketing: Three Points of Consensus”, Marketing Letters, 23 (2), 381-389
Sun, M. (2012). “How Does the Variance of Product Ratings Matter?”, Management Science, 58 (4), 696-707
Sun, M. (2011). “Disclosing Multiple Product Attributes”, Journal of Economics & Management Strategy, 20 (1), 195-224