Senior Lecturer

Mr Jihwan Moon

Business School
Sch 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, 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 | 2020
    Mr Jihwan Moon
    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,
    Journal articles | 2018
    Mr Jihwan Moon
    Moon J; Shugan SM, 2018, 'Explaining bundle-framing effects with signaling theory', Marketing Science, vol. 37, pp. 668 - 681,
    Journal articles | 2017
    Mr Jihwan Moon
    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,
    Journal articles | 2016
    Mr Jihwan Moon
    Jun DB; Moon J; Park S, 2016, 'Temporal Disaggregation: Methods, Information Loss, and Diagnostics', JOURNAL OF BUSINESS & ECONOMIC STATISTICS, vol. 34, pp. 53 - 61,