Integrated Search Menu

Sungho Park

Profile photo
Associate Professor
Faculty, TEMPE Campus, Mailcode 4106

Sungho Park is an associate professor of marketing at W. P. Carey School of Business, Arizona State University. He has been with Arizona State University since 2010. He holds a PhD in Management (Marketing) from Cornell University, an MS in management engineering from KAIST (South Korea), and a BA in linguistics from Seoul National University (South Korea).

Professor Park is interested in studying consumers’ shopping behaviors in various retail settings. His research also includes developing new statistical models which measure the effectiveness of marketing actions and account for consumers’ decision making behaviors. Currently, he is studying consumers’ mobile applications and digital goods usage behaviors. He has published papers in premier academic journals such as the Journal of Marketing Research, Marketing Science, Management Science, Journal of Marketing, MIS Quarterly, and Journal of Business and Economic Statistics. He was named a finalist for the 2014 William F. O'Dell Award for the most impactful Journal of Marketing Research paper and a 2017 Young Scholar by the Marketing Science Institute.




  • Ph.D. Cornell University 2010
  • M.S. Korea Advanced Institute of Science and Technology (KAIST) 2004
  • B.A. Seoul National University, Korea 2001
Research Interests
  • Marketing Models
  • Retailing
  • Choice Models
  • Mobile App
  • Mobile Commerce
Research Group





Park, Sungho, Elliot Rabinovich, Christopher Tang, Rui Yin, Jiayi Yu, "Technical Note: Should an Online Seller Post Inventory Scarcity Messages?" Decision Sciences, accepted in 2019.

Yoon, Sungwook, Duk Bin Jun, Sungho Park, “The Effect of General Health Checks on Healthcare Utilization: Accounting for Self-Selection Bias,” Journal of the Royal Statistical Society: Series A, accepted in 2019.

Wang, Shi (Helen), Charles Noble, Darren Dahl, Sungho Park, “Successfully Communicating a Co-Created Innovation,” Journal of Marketing, accepted in 2019.

Miller, Chadwick, Michael Wiles, Sungho Park (2019), “Trading On Up - An Examination of Factors Influencing the Degree of Upgrade: Evidence from Cash for Clunkers,” Journal of Marketing, 83(1), 151-172.

Kim, Chul, Duk Bin Jun, Sungho Park (2018), “Capturing flexible correlations in multiple-discrete choice outcomes using copulas,” International Journal of Research in Marketing, 35(1), 34-59.

Han, Sang Pil, Sungho Park, Wonseok Oh (2016), “Mobile App Analytics: A Multiple Discrete-Continuous Choice Framework,” MIS Quarterly, 40(4).

Hwang, Minha and Sungho Park (2016), “The Impact of Wal-Mart Supercenter Conversion on Consumer Shopping Behavior,” Management Science, 62(3), 817-828.

Jun, Duk Bin, Jihwan Moon, Sungho Park (2016), “Temporal Disaggregation: Methods, Information Loss, and Diagnostics,” Journal of Business and Economic Statistics, 34(1), 53-61.

Park, Sungho and Sachin Gupta (2012), “Handling Endogenous Regressors by Joint Estimation Using Copulas,” Marketing Science, 31(4), 567-586.

Park, Sungho and Sachin Gupta (2012), “Comparison of SML and GMM Estimators for the Random Coefficient Logit Model Using Aggregate Data,” Empirical Economics, 43(3), 1353-1372.

Jun, Duk Bin, Dong Soo Kim, Sungho Park, Myoung Hwan Park (2012), “Parameter Space Restrictions in State Space Models,” Journal of Forecasting, 31(2), 109-123.

Park, Sungho and Sachin Gupta (2011), “A Regime-Switching Model of Cyclical Category Buying,” Marketing Science, 30(3), 469-480.

Park, Sungho and Sachin Gupta (2009), “Simulated Maximum Likelihood Estimator for the Random Coefficient Logit Model Using Aggregate Data,” Journal of Marketing Research, 46(August), 531-542.

Research Activity




Fall 2019
Course NumberCourse Title
MKT 352Marketing Research
MKT 494Special Topics
MKT 791Seminar
Fall 2018
Course NumberCourse Title
MKT 352Marketing Research
MKT 791Seminar
Fall 2017
Course NumberCourse Title
MKT 352Marketing Research
Fall 2016
Course NumberCourse Title
MKT 791Seminar
Fall 2015
Course NumberCourse Title
MKT 352Marketing Research




Honors / Awards
  • 2017 MSI Young Scholar
  • Finalist for the 2014 O'Dell Award





Editorial Review Board

  • Journal of Marketing Research, 2016 to present




Work History

Arizona State University: 2010-present.