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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.