● Yang, Qian, et al. "Unraveling controversies over civic honesty measurement: An extended field replication in China." Proceedings of the National Academy of Sciences, 120, no. 29 (2023): e2213824120, 1-9. https://doi.org/1073/pnas.2213824120
● Zhang, Weiwei#, Yacheng Sun#, Shiyong Liu, Xinyue Zhou, Qian Yang, and Qi Zhang. "Reply to Tannenbaum et al.: Constructive dialogue advancing research on civic honesty." Proceedings of the National Academy of Sciences,120, no. 49 (2023): e2316228120, 1–2. https://doi.org/10.1073/pnas.2316228120
● Xiaochi Sun, Xuebin Cui and Yacheng Sun, "Understanding the Sequential Interdependence of Mobile App Adoption Within and Across Categories," International Journal of Research in Marketing (2023), 40(3), 659-678. https://doi.org/10.1016/j.ijresmar.2023.06.004
● Xuebin Cui, Yacheng Sun, Yubo Chen and Banggang Wu, "The impact of mobile social app usage on offline shopping store visits." Journal of Interactive Marketing, 57, no.3, (2022): 457-471, https://doi.org/10.1177/10949968221095554
● Yan Liu, Yacheng Sun and Dan Zhang, "An analysis of 'Buy X, Get One Free' reward programs," Operations Research, 69, no. 6 (2021): 1823-1841. https://doi.org/10.1287/opre.2021.2128
● Kumar, Vineet and Yacheng Sun. "Designing pricing strategy for operational and technological transformation." Management Science, 66, no. 6 (2020): 2706-2734. https://doi.org/10.1287/mnsc.2019.3315
● Sun, Yacheng and Dan Zhang. "A model of customer reward programs with finite expiration terms." Management Science, 65, no. 8 (2019): 3889-3903. https://doi.org/10.1287/mnsc.2018.3115
● Sun, Yacheng, Xiaojing Dong, and Shelby McIntyre. "Motivation of user-generated content: Social connectedness moderates the effects of monetary rewards." Marketing Science, 36, no. 3 (2017): 329-337. (Lead Article). https://doi.org/10.1287/mksc.2016.1022
● Sun, Yacheng, Shibo Li, and Baohong Sun. "An empirical analysis of consumer purchase decisions under bucket-based price discrimination." Marketing Science, 34, no. 5 (2015): 646-668. https://doi.org/10.1287/mksc.2015.0942
● Kopalle, Praveen K., Yacheng Sun, Scott A. Neslin, Baohong Sun, and Vanitha Swaminathan. "The joint sales impact of frequency reward and customer tier components of loyalty programs." Marketing Science, 31, no. 2 (2012): 216-235. https://doi.org/10.1287/mksc.1110.0687
● Hong, Jiewen and Yacheng Sun. "Warm it up with love: The effect of physical coldness on liking of romance movies." Journal of Consumer Research, 39, no. 2 (2012): 293-306. https://doi.org/10.1086/662613
● Yacheng Sun, Jonathan Zhang and Dan Zhang, "When — and How — to Build Hurdles into a Loyalty Program", Harvard Business Review. June 27, 2022. Digital article. https://hbr.org/2022/06/when-and-how-to-build-hurdles-into-a-loyalty-program
● Yacheng Sun, Aishen Li, "AI-based Marketing", Tsinghua Management Review, 88, 2021, 22-29.
● Qian, Yue, Ya Wen, and Yacheng Sun. "How to Enhance Organizational Resilience in a VUCA Environment? A Perspective Based on Organizational Learning." Nankai Business Review, accepted.
● Sun, Yacheng, Dai Yao, and Yijun Zou. "Towards a Utopian Smart Retail Industry." Tsinghua Business Review, no. 4, 2023, pp. 6-14.
Work-in-progress
● "Customer coalition loyalty program," with Yan Liu and Dan Zhang
● "Offline channel downsizing," with Yue Qian and Yilong Liang
● "The influence of mobile non-shopping app usage on offline retail store visits," with Xuebin Cui, Banggang Wu and Yubo Chen
● "The value of live streaming on product sales in emerging rural e-commerce markets," with Xuebin Cui and Benjinag Lu
● "Social crowdedness and customer purchases," with Dai Yao and Jia Li
● "Online infomediary for one-of-a-kind services," with Atanu R. Sinha
● "When is the juice worth the squeeze?–an empirical study on optimal structuring of win-back strategy in the presence of customer dynamics," with Shibo Li and Baohong Sun.
