Jie Sun

My Professional Experience

Current Research

Consumer Choice Behavior, Preference, Consumer Decision Making; Personal Selling and Sales Management; Online Word-of-Mouth, Mobile Marketiing, Relationship Marketinig

Articles & Book Reviews

• The Impact of Perceived Self-Skill Levels on Product Choice:An Exploratory Study of the Moderating Influence of Mood
  Journal of Applied Business and Economics, vol. 24
  November, 2022
• Mathematical Modeling of Optimal Allocation of Remote Workforce: An Interdisciplinary Investigation with Hofstede's Cultural Factors and Managerial Ability
  Cross Cultural & Strategic Management, vol. 30
  April, 2022
• The Impact of Psychological Distance and Emotional Appeal on the Effectiveness of Social Marketing Messages
  2019 9th International Conference on Business and Economics Research (ICBER 2019)
  2019
• Effects of culture and financial literacy among Chinese-Americans on participating in financial services
  Journal Of Financial Services Marketing, vol. 23
  2018
• How National Culture Affect Students' Preference of Different Educational Models
  International Vincentian Business Ethics Conference (IVBEC)
  2018
• Sustainability and Its Effects on Organizational Behavior in the Automotive Industry
  the 2018 5th International Conference on Economics, Society and Management
  2018
• Chinese-American Consumption of Financial Service: A Cultural Framework
  International Journal of Academic Research in Business and Social Sciences, vol. 7
  August, 2017
• Western Consumers' Perception of Chinese Brand: the Impact of Chinese Brand Spokes-Characters on Brand Equity
  the 2017 International Conference "China Innovation and Global Integration: Silicon Valley and Beyond
  2017
• Psychological Ownership as a Crisis Management Advertising Appeal – Antecedents, Outcomes, and Moderators
  Journal Of Marketing Communications, vol. 23
  2016
• The Effects of Perceived Self-Skill Levels on Product Choice: the Moderating Role of Mood
  2016 Global Symposium on Social Sciences
  2016
• A Typology of Consumer Preference Parabolas
  American Marketing Association Summer Educators Conference, vol. 26
  August, 2015
• The Effects of Source Credibility on Consumers' Persuasion Knowledge: Activation and Use of Persuasion Knowledge in the Online Advertising Context
  Conference on Psychology and Social Harmony
  2015
• Incorporating the Customer Perspective in CLV Models: An Exploratory Study of Consumer Attitudes towards Mobile Coupons
  Society for Marketing Advances Conference
  November, 2014
• Team-Orientation vs. Self-Orientation: An Exploratory Attributional Analysis of Salespeople's Intrinsic/Extrinsic Motivation
  Global Business and Social Science Research Conference
  2014
• User Reviews and Uncertainty Assessment: A Two-Stage Model of Consumers' Willingness-To-Pay in Online Markets
  Decision Support Systems, vol. 55
  April, 2013
• An Exploratory Study of Consumer Attitudes Toward Mobile Coupons in Relationship Marketing
  Academy of Marketing Science
  May, 2011
• Crisis Management Advertising Effectiveness: The Impact of Psychological Ownership and Message Abstractness
  Academy of Marketing Science
  May, 2011
• The Effects of Relative Self-Assessment on Choice: Testing Alternative Explanations
  Southeast Marketing Symposium
  2010
• eWOM and Risk Return in Online Markets: A Joint Study on Seller Review and Product Review
  INFORMS Marketing Science Conference
  2009

Awards & Distinctions

• "The Impact of Psychological Distance and Construal Level on the Effectiveness of Social Marketing Messages"
  Category: Research
  Siena College, 2019
• "Cultural influences on Chinese-American in Participating in Financial Services"
  Category: Research
  Siena College, 2016

Books & Book Chapters

• The Fundamentals of E-Marketiing After the Hype
  Palgrave & Macmillain
  2006
• The Fundamentals of E-Marketing After the Hype
  Palgrave & MacMillan
  2006

Presentations

• Inclusive Imagery in Advertising: How Viewers' Persuasion Knowledge Affects Their Emotional Response to Gender and Ethnic Identity in Advertisements
  July, 2023
  The 2023 13th International Conference on Business and Economics Research (ICBER 2023), Beijing, China-PRC
• How Feelings of Responsibility Vary across Ownership Types
  May, 2023
  Academy of Marketing Science, New Orleans, Louisiana
• Effects of Culture and Management Ability on Remote Working Development
  October, 2021
  Academy of Business Research, San Antonio, Texas
• The Impact of Psychological Distance and Emotional Appeal on the Effectiveness of Social Marketing Messages
  2019
  2019 9th International Conference on Business and Economics Research (ICBER 2019), Beijing, China-PRC
• How National Culture Affect Students' Preference of Different Educational Models
  October, 2018
  International Vincentian Business Ethics Conference (IVBEC), New York, United States of America
• Sustainability and Its Effects on Organizational Behavior in the Automotive Industry
  2018
  the 2018 5th International Conference on Economics, Society and Management, Beijing, China-PRC
• Western Consumers' Perception of Chinese Brand: the Impact of Chinese Brand Spokes-Characters on Brand Equity
  2017
  the 2017 International Conference, Beijing, China-PRC
• The Effects of Perceived Self-Skill Levels on Product Choice: the Moderating Role of Mood
  2016
  the 2016 Global Symposium on Social Sciences (IBSSS), Beijing, China-PRC
• A Typology of Consumer Preference Parabolas
  2015
  the 2015 Summer Marketing Educators' Conference, Chicago, Illinois
• Incorporating the Customer Perspective in CLV Models: An Exploratory Study of Consumer Attitudes towards Mobile Coupons
  2014
  the Society for Marketing Advances Conference, New Orleans, Louisiana
• Team-Orientation vs. Self-Orientation: An Exploratory Attributional Analysis of Salespeople's Intrinsic/Extrinsic Motivation
  2014
  the 10th Global Business and Social Science Research Conference, Beijing, China-PRC
• An exploratory Study of Consumer Attitudes toward Mobile Coupons in Relationship Marketing
  2011
  the Academy of Marketing Science Conference, Coral Gables, Florida
• Crisis Management Advertising Effectiveness: The Impact of Psychological Ownership and Message Abstractness
  2011
  Academy of Marketing Science, Coral Gables, Florida
• The Effects of Relative Self-Assessment on Choice: Testing Alternative Explanations
  2010
  Southeast Marketing Symposium, Memphis, Tennessee
• eWOM and Risk Return in Online Markets: A Joint Study on Seller Review and Product Review
  2009
  INFORMS Marketing Science Conference, Ann Arbor, Michigan