Leeds School of Business

University of Colorado Boulder

Yacheng Sun

Yacheng Sun
Assistant Professor • Center for Research on Consumer Financial Decision Making


Yacheng Sun is an assistant professor of marketing at Leeds School ofBusiness, University of Colorado. He received a Ph.D. in Marketing, aM.A. in Economics from Indiana University at Bloomington and a B.A. inEconomics from Huazhong University of Science and Technology, China.

His research interests include dynamic structural models of customer relationships in the presence of continuous customer-firm interactions (e.g., subscription services and customer loyalty programs), one-of-a-kind services (e.g., financial counseling) and peer influences in online social shopping networks. His work has been accepted at Marketing Science and Journal of Consumer Research. Professor Sun teaches undergraduate pricing and channel management strategies and a PhD Seminar of empirical marketing models.


  • Ph.D., Marketing, Indiana University
  • M.A., Economics, Indiana University
  • B.A., Economics, Huzahong University of Science and Technology, China
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