Sijie Sun

Dr. Sijie Sun is an Assistant Professor of Marketing at the Asper School of Business at the University of Manitoba. Before joining Asper, Sijie has previously taught at the University of Hawaii at Hilo, Hawaii, USA as an assistant professor.

His research focuses on cross-cultural consumer psychology, creativity, social media consumption, and prosocial behavior. His work has been published in research journals such as Journal of Marketing, Journal of Business Research, Journal of Service Theory and Practice, Journal of Hospitality Marketing & Management and presented at multiple conferences, including Association for Consumer Research (ACR), Society for Consumer Psychology (SCP), and American Marketing Association (AMA). He also serves on the editorial review board of the Journal of Business Research.

Dr. Sun earned his Ph.D. in Marketing from the College of Business at the University of Texas at Arlington.

• Consumer behavior
• Fundamentals of marketing

• Cultural consumer psychology
• Creativity
• Social media consumption
• Prosocial behavior

Yang, Zhiyong, Sijie Sun, Ashok K. Lalwani, and Narayanan Janakiraman (2019). How Does Consumers’ Local or Global Identity Influence Price-Perceived Quality Associations? The Role of Perceived Quality Variance. Journal of Marketing, 83(3), 145-162.

Yang, Zhiyong, Traci Freling, Sijie Sun, and Pam Richardson-Greenfield (2022). When Do Product Crises Hurt Business? A Meta-analytic Investigation of Negative Publicity on Consumer Responses. Journal of Business Research, 150, 102-120.

Kalra, Ashish, Omar Itani, and Sijie Sun (2023). Turning Role Conflict into Performance: Assessing the Moderating Role of Self-Monitoring, Manager Trust, and Manager Identification. Journal of Service Theory and Practice, 33(3), 436-461.

Shan, Minghui, Zhenzhong Zhu, Haipeng (Allan) Chen, and Sijie Sun (2023). Service Robot’s Responses in Service Recovery and Service Evaluation: The Moderating Role of Robots' Social Perception. Journal of Hospitality Marketing & Management.