“Consumer Purchases of Retailers’ Service Contracts,” Tao Chen, Ajay Kalra, and Baohong Sun,conditionally accepted at Journal of Consumer Research.
“Lemon’s Market on the Internet: An Empirical Investigation of Signaling Effect on eBay.” Shibo Li, Kannan Srinivasan and Baohong Sun,Journal of Marketing, forthcoming
“Measuring Long Run Marketing Effects and their Implications for Long Run Marketing Decisions,” Bart Bronnenberg et al., Marketing Letters, forthcoming.
“An Empirical Investigation of the Dynamic Effect of Marlboro’s Permanent Pricing Shift” (TSB working paper 2006-E65). Tao Chen, Baohong Sun, and Vishal Singh,Marketing Science, forthcoming.
“The long-term Effects of Advertising and Pricing Strategies on Consumer Brand Choice When Price and Advertising Signal Quality.” Erdem, Tulin, Michael Keane and Baohong Sun,Marketing Science, forthcoming.
“Advertising Effectiveness, Price Sensitivity and Use Experience Interactions in Experience Goods Markets,” Erdem, Tulin, Michael Keane and Baohong Sun, 5(3), Quantitative Marketing and Economics, 2008.
“Ignoring Your Best Customer? An Investigation of Customer Satisfaction, Customer Retention and Their Financial Impact,”Sun, Baohong, Ronald Wilcox and Ting Zhu, 2007, Journal of Relationship Marketing, p87-116.
“Technology Innovation and Implications on Customer Relationship Management,” (invited commentary paper), Baohong Sun, 2006, Marketing Science, 25, 594-598.
“Dynamic Structural Consumer Models and Current Marketing Issues,” (invited commentary paper), Baohong Sun, 2006, Marketing Science, 25, 625-629.
“`Adaptive’ Learning and `Proactive’ Customer Relationship Management,” Baohong Sun, Shibo Li, and Catherine Zhou, 2006, Journal of Interactive Marketing, 82-96.
“Choice Models and Customer Relationship Management,” Wagner Kamakura et al, 2005, Marketing Letters, 16(3-4), 279-295.
"Promotion Effect on Endogenous Consumption," Baohong Sun, 2005, Marketing Science, 24(3), 430-443.
"Cross-selling Sequentially Ordered Products: An Application to Consumer Banking Services," Shibo Li, Baohong Sun and Ronald Wilcox, 2004, Journal of Marketing Research, 42 (2), 233-240.
“Product Strategy for Innovators in Markets with Network Effects,” Baohong Sun, Jinhong Xie andH. Henry Cao, 2004, Marketing Science, 23 (2), 243-254.
“Measuring The Impact of Promotions on Brand Switching Under Rational Consumer Behavior,” Baohong Sun, Scott Neslin, Kannan Srinivasan, 2003, Journal of Marketing Research, 40, 4, 389-405.
“An Empirical Investigation of Spillover Effects of Marketing Mix Strategy in Umbrella Branding,” Tulin Erdem and Baohong Sun, 2002, Journal of Marketing Research, 39, 4, 408-420.
“The Role of Stated Intentions in New Product Purchase Forecasting,” Cheng Hsiao, Vicki Morwitz and Baohong Sun, 2002, Advances in Econometrics, 16, 10-21, lead article.
“Understanding the Reference Price Shopper: A Within and Cross-Category Analysis,” Tulin Erdem, Glenn Mayhew and Baohong Sun, 2001, Journal of Marketing Research, 38, 4, 445-457.
“Testing for Choice Dynamics in Panel Data," Tulin Erdem and Baohong Sun, 2001, Journal of Business and Economic Statistics, 19, 2, 142-152.
“Fixed vs. Random Effects: Specification of Panel Data," Cheng Hsiao and Baohong Sun, 2000, Panel Data Econometrics: Future Directions, 181-198.
“Missing Price and Coupon Availability Data in Scanner Panels: Correcting for the Self-Selection Bias in the Choice Model Parameters,” Tulin Erdem, Michael Keane and Baohong Sun, 1999, Journal of Econometrics, 89, 1-2, 177-196.
“Modeling Survey Response Bias - with An Application to the Demand for An Advanced Electronic Device Service," Cheng Hsiao and Baohong Sun, Journal of Econometrics, 1999, 89, 1-2, 15-39, lead article.