Jihwan Moon

Senior Lecturer

Jihwan Moon’ research focuses on how firms effectively communicate with consumers and how firms and consumers make decisions in uncertain environments. His research interests are in the areas of pricing, signaling, healthcare, satisfaction, etc. His research goal is to understand the underlying mechanism of firms’ optimal strategies, develop analytical models to establishes theories, and empirically test these theories. 

Prior to joining UNSW, he studied Mathematics and Management Science at Korea Advanced Institute of Science and Technology. Jihwan’s work has appeared in Marketing Science, and the Journal of Business & Economic Statistics.



Journal articles
Moon J; Shugan SM, 2020, 'Nonprofit Versus For-Profit Health Care Competition: How Service Mix Makes Nonprofit Hospitals More Profitable', Journal of Marketing Research, vol. 57, pp. 193 - 210, http://dx.doi.org/10.1177/0022243719901169
Moon J; Shugan SM, 2018, 'Explaining bundle-framing effects with signaling theory', Marketing Science, vol. 37, pp. 668 - 681, http://dx.doi.org/10.1287/mksc.2018.1097
Shugan SM; Moon J; Shi Q; Kumar NS, 2017, 'Product Line Bundling: Why Airlines Bundle High-End While Hotels Bundle Low-End', MARKETING SCIENCE, vol. 36, pp. 124 - 139, http://dx.doi.org/10.1287/mksc.2016.1004
Jun DB; Moon J; Park S, 2016, 'Temporal Disaggregation: Methods, Information Loss, and Diagnostics', JOURNAL OF BUSINESS & ECONOMIC STATISTICS, vol. 34, pp. 53 - 61, http://dx.doi.org/10.1080/07350015.2014.995797