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

  • Developing New Segmentation Methodologies featuring Variable Selection.
  • Machine Learning Algorithm for Unstructured Review Data.
  • Modeling of Spatial Data in Marketing.
  • Developing New Models in Service Industry.


  • 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.
  • Kim, Minyoung, Sunghoon Kim, and Jongkuk Lee (2018), "Spatial Heterogeneity of Country of Origin Effects within a Country: Analysis of US Auto Market," Marketing Letters, 29 (2), pp. 189-205.
  • 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

Model Codes

Working Papers

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Spring 2021
Course NumberCourse Title
MKT 591Seminar
MKT 791Seminar
Spring 2020
Course NumberCourse Title
MKT 591Seminar
Spring 2019
Course NumberCourse Title
MKT 591Seminar
Spring 2018
Course NumberCourse Title
MKT 591Seminar
Spring 2017
Course NumberCourse Title
MKT 591Seminar

Work History

Arizona State University: 2014-present.