Sijie Sun

Dr. Sijie Sun is an Assistant Professor of Marketing and F. Ross Johnson Fellow at the Asper School of Business at the University of Manitoba. Before joining Asper, Sijie 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 behaviour. His work has been published in research journals such as Journal of Marketing, Journal of Business Research, and Journal of Macromarketing and has been presented at multiple conferences, including the Association for Consumer Research (ACR), Society for Consumer Psychology (SCP), American Marketing Association (AMA), and Academy of Marketing Science (AMS). He also serves on the editorial review board of the Journal of Business Research. His research has been funded by the University of Manitoba and Oceanic Institute-Center for Tropical and Subtropical Aquaculture (CTSA) and has been reported by multiple media, such as The Canadian Press and Winnipeg Free Press.

Dr. Sun earned his PhD 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, Xiaodong Nie, Boris Bartikowski, and Han Ma (2025), “Parent-Child Interactions and Adolescent Phygital Risk Behaviors: A Human-Centric Approach,” Journal of Macromarketing.

Shan, Minghui, Zhenzhong Zhu, Haipeng (Allan) Chen, and Sijie Sun (2024), “Service Robot’s Responses in Service Recovery and Service Evaluation: The Moderating Role of Robots' Social Perception,” Journal of Hospitality Marketing & Management, 33(2), 145-168."

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.

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.

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.

In 2015, the United Nations identified 17 Sustainable Development Goals (SDGs) as a shared framework to address urgent global challenges, from poverty reduction to environmental sustainability. This scholar’s research advances knowledge and contributes to impact in the following SDG(s):