Sijie Sun

Dr. Sijie Sun is an Assistant Professor of Marketing at the Asper School of Business, University of Manitoba. Previously, he taught at the University of Hawaii at Hilo. His research focuses on cross-cultural consumer psychology, creativity, social media consumption, and prosocial behavior. He holds a PhD in Marketing from the University of Texas at Arlington and serves on the editorial review board of the Journal of Business Research.

Education:

• PhD in Marketing, College of Business, University of Texas at Arlington

Research interests span cultural influences on consumer behavior, including creativity, social media engagement, and how identity salience impacts purchasing decisions. His work bridges cultural psychology with marketing strategy, particularly in service recovery, crisis management, and brand equity. Articles often explore cross-cultural dynamics in price-quality judgments, impulse consumption, and the moderating role of cultural dimensions like tightness-looseness.

His publications appear in top-tier journals such as Journal of Marketing and Journal of Hospitality Marketing & Management. Recent work investigates service robots' impact on consumer evaluations and the interplay between managerial trust and employee performance. Despite no explicitly listed awards, his editorial role and prolific publication record highlight scholarly influence.

No advising or grant details are provided, but his editorial contributions and conference engagements (ACR, SCP, AMA) suggest active involvement in academic discourse. His research often intersects with practical applications in hospitality, retail environments, and digital marketing strategies.