SUN Yacheng

Department of Marketing    Professor, Chair

Phone:(86) (10) 62794163


Office:B436 Lihua Building

Office Hours:Fri. 14:00-15:00 Sun. 16:00-17:00

Educational Background

Dr. Sun, Yacheng is Professor (with tenure) of Marketing at School of Economics and Management, Tsinghua University. He received his Bachelor's degree of science from Huazhong University of Science and Technology in 2001 and Master's degree in Economics from Indiana University in 2002, and PhD in Marketing from Indiana University in 2008.



Professor Sun has taught 10 courses since joining Tsinghua SEM, including Marketing Management, Marketing Analytics, Pricing Strategy and Big Data and Marketing Innovation (Fall 2021 teaching evaluation 4.96/5.0). He independently developed 2 courses in English and 1 in Chinese.


Research Areas

Professor Sun Yacheng's main research fields include big data marketing, Internet platforms, pricing strategy and customer relationship management. His research has been published at PNAS, Management Science, Marketing Science, Operations Research, Journal of Consumer Research, Harvard Business Review. His research was selected by the Marketing Science editorial board as the lead article and the INFORMS media promotion article and was selected as a "must-read" paper by the American Marketing Association. His research has been covered by various media outlets that include Harvard Business Review, Toronto Star, Huffington Post, the Daily Mail, Times of India, National Broadcasting Corporation (NBC), Canadian Broadcasting Corporation (CBC), Phys.org, EurekAlert!, ScienceDaily, Lab Manager, Consumer Affairs, Analytics Magazine, among others.



● 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.


● "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.


Industry Experience

Professor Sun Yacheng is an editorial board member and associate editor of Journal of Marketing Science, the leading Marketing journal in China, and Editorial Board Member of Asia Marketing Journal. He is reviewing for Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Journal of Retailing, International Journal of Research in Marketing, Sloan Management Review, Journal of Management Science(Chinese), Journal of Marketing Science (Chinese). He serves as the academic director of Tsinghua University Master in Management Program, and chair the Department of Marketing, School of Economics and Management of Tsinghua University. Professor Sun consulted for companies that inlcude Tencent, Alibaba, Meituan, Autohome and Hongtu Logisitics.



Professor Sun Yacheng is recipient of first prize of the 8th Outstanding Achievement Award for Scientific Research (Humanities and Social Sciences) and second prize of the 9th Outstanding Achievement Award for Scientific Research (Humanities and Social Sciences) awarded by the Ministry of Education of the People's Republic of China, and the second prize of the 16th Beijing Philosophy and Social Science Outstanding Research Achievement Award, He also won the first prize of Tsinghua University's 2019 Teaching Achievement.


Other Information

Media Coverage

Harvard Business Review

The Wall Street Journal


Science Daily

Eureka Alert

NBC News

Fox News

CBC News

The Medill News Service

The Toronto Star

The Huffington Post

The Daily Mail

Times of India

Men’s Health

Psychology Today