Professor Sun is Visiting Professor of Marketing. She earned her Ph. D. at the University of Southern California. Her extensive consulting experience includes time with major corporations like PNC Bank, Bell South, Tsingtao Beer, and IBM. A member of editorial boards for Marketing Science and Journal of Marketing, she gave talks at various top business schools, including University of Chicago, Wharton, UC Berkeley, Cornell, University of Toronto, Ohio State, Indiana, and Dartmouth. Additionally, she is a member of the American Marketing Association, and the American Economics Association.

• Rational and strategic consumer choices and dynamic structural models
• Dynamic and interactive marketing mix and customer relationship management
• Cross-category and state dependent consumer choices and dynamic promotion effects
• New product forecasting and survey design

• MBA George Leland Bach Teaching Award, CMU, 2006
• Faculty fellow for 2007 Doctoral Consortium, AMA, 2006
• Faculty fellow for 2006 Doctoral Consortium, AMA, 2006
• CART Research Frontier Award for Innovative Research, CMU, 2005
• Xerox Research Chair, CMU, 2004-05
• Selected to Marketing Young Scholars Program, MSI, 2004
• MBA All Star Teaching Award, UNC, 2003
• MBA Master Teacher, UNC, 2003
• Academic Achievement Award, USC, 1995
• Academic Achievement Award, USC, 1993

"Consumer Purchases of Retailers’ Service Contracts."withTao Chen, Ajay Kalra, Journal of Consumer Research, forthcoming.

"Lemon’s Market on the Internet: An Empirical Investigation of Signaling Effect on eBay.” with Shibo Li, Kannan Srinivasan, Journal of Marketing, forthcoming.

"An Empirical Investigation of the Dynamic Effect of Marlboro’s Permanent Pricing Shift," with Tao Chenand Vishal Singh, Marketing Science, forthcoming. (TSB working paper 2006-E65)

"The long-term Effects of Advertising and Pricing Strategies on Consumer Brand Choice When Price and Advertising Signal Quality." With Erdem, Tulin and Michael Keane, Marketing Science, forthcoming.

"Advertising Effectiveness, Price Sensitivity and Use Experience Interactions in Experience Goods Markets," with Erdem, Tulin and Michael Keane, Quantitative Marketing and Economics, 5(3),2008.

"Promotion Effect on Endogenous Consumption,", Marketing Science, 24(3), 430-443, 2005.

"Cross-selling Sequentially Ordered Products: An Application to Consumer Banking Services," with Shibo Li and Ronald Wilcox, Journal of Marketing Research, 42 (2), 233-240, 2004.

"Product Strategy for Innovators in Markets with Network Effects," with Jinhong Xie and H. Henry Cao, Marketing Science, 23 (2), 243-254, 2004.

"Measuring The Impact of Promotions on Brand Switching Under Rational Consumer Behavior," with Scott Neslin and Kannan Srinivasan, Journal of Marketing Research, 40, 4, 389-405, 2003.

"An Empirical Investigation of Spillover Effects of Marketing Mix Strategy in Umbrella Branding," with Tulin Erdem, Journal of Marketing Research, 39, 4, 408-420, 2002.

"Understanding the Reference Price Shopper: A Within and Cross-Category Analysis," with Tulin Erdem and Glenn Mayhew, Journal of Marketing Research, 38, 4, 445-457, 2001.

"Missing Price and Coupon Availability Data in Scanner Panels: Correcting for the Self-Selection Bias in the Choice Model Parameters," with Tulin Erdem and Michael Keane, Journal of Econometrics, 89, 1-2, 177-196, 1999.

"Modeling Survey Response Bias - with An Application to the Demand for An Advanced Electronic Device Service," with Cheng Hsiao, Journal of Econometrics, 89, 1-2, 15-39, 1999.(lead article)