Dr Jihwan Moon
Senior Lecturer

Dr Jihwan Moon

Business School
School of Marketing

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, sustainability, etc. His research goal is to understand the underlying mechanism of firms’ competitive strategies, develop analytical models to establish theories, and empirically test these theories. 

Prior to joining UNSW, Jihwan obtained his Ph.D. in Marketing at the University of Florida. Jihwan’s work has appeared in Marketing Science, the Journal of Marketing Research, and the Journal of Business & Economic Statistics.

  • Journal articles | 2022
    Moon J; Shugan SM, 2022, 'The Profitability of Purchase Limits During Shortages', Journal of Marketing Research, pp. 002224372211018 - 002224372211018, http://dx.doi.org/10.1177/00222437221101808
    Journal articles | 2020
    Moon J; Shugan SM, 2020, 'Nonprofit Versus For-Profit Health Care Competition: How Service Mix Makes Nonprofit Hospitals More Profitable', Journal of Marketing Research, 57, pp. 193 - 210, http://dx.doi.org/10.1177/0022243719901169
    Journal articles | 2018
    Moon J; Shugan SM, 2018, 'Explaining bundle-framing effects with signaling theory', Marketing Science, 37, pp. 668 - 681, http://dx.doi.org/10.1287/mksc.2018.1097
    Journal articles | 2017
    Shugan SM; Moon J; Shi Q; Kumar NS, 2017, 'Product Line Bundling: Why Airlines Bundle High-End While Hotels Bundle Low-End', MARKETING SCIENCE, 36, pp. 124 - 139, http://dx.doi.org/10.1287/mksc.2016.1004
    Journal articles | 2016
    Jun DB; Moon J; Park S, 2016, 'Temporal Disaggregation: Methods, Information Loss, and Diagnostics', JOURNAL OF BUSINESS & ECONOMIC STATISTICS, 34, pp. 53 - 61, http://dx.doi.org/10.1080/07350015.2014.995797