Monic Sun

Dean’s Research Scholar Associate Professor, Marketing

Monic Sun’s research tackles behavior-based marketing challenges that emerge from new information technologies. She aims to understand the origin of the differences in consumer preferences and the implication of such differences for firms’ marketing strategy. Her research generate insights that are counter-intuitive, testable and managerially relevant in digital marketing contexts such as user-generated content, smart technologies, and online platforms. She adopts a question-driven approach and uses a variety of methods including game theory, econometrics, and experimentation.

Professor Sun’s research has appeared in top marketing journals and has been discussed by popular media outlets such as BBC, Forbes, NPR and the Harvard Business Review. Her paper on the variance of product ratings was a finalist for the John D.C. Little Award. She currently serves on the editorial boards of Marketing Science and Journal of Marketing Research.  She has also received service awards from Management Science. She is a favorite elective-class professor among the MBA students at the Questrom School of Business.

Prior to joining Questrom, Professor Sun served on the faculties of Stanford Graduate School of Business and USC Marshall School of Business. She holds a Ph.D. in Economics from Boston University and a B.Econ. from Peking University. 

  • PhD, Boston University, 2008
  • MA, Boston University, 2006
  • BA, Peking University, 2003
  • Sun, J., Tyagi, R. (In Press). "Product Fit Uncertainty and Information Provision in a Distribution Channel", Production and Operations Management
  • 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
    Awards and Honors
  • 2019, Dean's Research Scholar, Questrom School of Business
  • 2019, FT MBA Class of 2019 Favorite Elective Professor, Questrom School of Business
  • 2017, NET Institute Summer Research Grant
  • 2013, Finalist, John D.C. Little Award
  • 2012, NET Institute Summer Research Grant
  • 2011, NET Institute Summer Research Grant