Welcome to Yacheng Sun's Home page
	Contact Information Office: KOBL 461, Leeds School of Business, University of Colorado, Boulder, CO, 80309 Phone: 303-4926211 Email: Yacheng.Sun @Colorado.edu Updated 08/2011
I am an assistant professor of Marketing Division, Leeds School of Business, University of Colorado at Boulder. My research interests include dynamic structural models of customer relationships in the presence of continuous customer-firm interactions (e.g., subscription services and loyalty programs), one-of-a-kind services (e.g., financial counseling) and peer influences in online social shopping networks.
Accepted Papers "The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs”(with Praveen K. Kopalle, Scott A. Neslin, Baohong Sun and Vanitha Swaminathan) forthcoming,Marketing Science. "Warm It Up with Love: The Effect of Physical Coldness on Liking of Romance Movies" (with Jiewen Hong), forthcoming, Journal of Consumer Research.
Selected Work in Progress · "Advance Purchases with Consumption Uncertainty: An Empirical Investigation of Consumer Choice under Prepaid Bucket Pricing", with Sun and Li · · "When is the Juice Worth the Squeeze? –An Empirical Study of Optimal Structuring of Win-back Strategy in the Presence of Consumer Dynamics", with Sun and Li · Real Option of Consumption with Application to Subscription Service", with Kumar · "Consumer Search and Implications for Continuous Subscription Industry", with Du and Wildenbeest
Teaching MKTG3350 Marketing Research (Spring 2011) MKTG4825 Pricing Strategies and Channel Management (Spring 2011) MKTG7825 Seminar of Empirical Methods in Marketing (Spring 2010)
Education Ph.D., Marketing, Marketing Department, Indiana University at Bloomington, 2008 Thesis: Essays On Optimal Bucket Pricing, Dynamic Product Offering and Customer Win- back Strategies of Continuous Subscription Service Advisors: Shibo Li, Baohong Sun, Rockney G. Walters and Rusty Tchernis M.A., Marketing, Marketing Department, Indiana University at Bloomington, 2006 M.A., Economics, Department of Economics, Indiana University at Bloomington, 2003 Coursework in Mathematics Department, Indiana University at Bloomington B.S., Economics, School of Economics, Huazhong University of Science and Technology, China, 2001