Sunghoon Kim

Assistant Professor
TEMPE Campus


  • Ph.D. Marketing and Operation Research, Pennsylvania State University 2014.
  • M.A.S. Statistics, Pennsylvania State University 2014.

Research Interests

Empirical Modeling in Marketing Analytics: Identifying Meaningful Patterns from Marketing Data

  • Segmentation Methodologies featuring Variable Selection.
  • Spatial Models in Marketing.
  • Machine Learning Algorithm for Online Consumer Reviews.
  • Service Marketing.


  • Kim, Sunghoon, Wayne S. DeSarbo, and Duncan Fong (2018), "A hierarchical Bayesian approach for examining heterogeneity in choice decisions", Journal of Mathematical Psychology, 82 (February), pp. 56-72.
  • Mandel, Naomi, Maura L. Scott, Sunghoon Kim, and Rajiv K. Sinha (2017), "Strategies for improving self-control among naïve, sophisticated, and time-consistent consumers", Journal of Economic Psychology, 60 (June), pp. 109-125.
  • Fong, Duncan, Sunghoon Kim, Zhe Chen, and Wayne S. DeSarbo (2016), “A Bayesian Multinomial Probit Model for the Analysis of Panel Choice Data”, Psychometrika, 81 (1), pp. 161-183.
  • Kim, Sunghoon, Simon Blanchard, Wayne S. DeSarbo, and Duncan Fong (2013), “Implementing Managerial Constraints in Model Based Segmentation: Extensions of Kim, Fong, and DeSarbo (2012) with an Application to Heterogeneous Perceptions of Service Quality”, Journal of Marketing Research, 50 (5), pp. 664-673.
  • Kim, Sunghoon, Duncan Fong, and Wayne S. DeSarbo (2012), “Model Based Segmentation Featuring Simultaneous Segment Level Variable Selection”, Journal of Marketing Research, 49 (5), pp. 725-736.

Research Activity



Spring 2018
Course NumberCourse Title
MKT 591Seminar
Spring 2017
Course NumberCourse Title
MKT 591Seminar
Spring 2016
Course NumberCourse Title
MKT 591Seminar
Spring 2015
Course NumberCourse Title
MKT 352Marketing Research

Work History

<p>Arizona State University: 2014-present.</p>