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College of Business Administration

College of Business Administration

Business Building Hours:
Mon-Thu: 7 am - 10 pm
Friday: 7 am - 5 pm
Saturday: Closed
Sunday: Noon - 10 pm

Student Success Center
1001 Business Building
Kansas State University
Manhattan, KS 66506

Dean's Office
2019 Business Building
Kansas State University
Manhattan, KS 66506

Dr. Sungha Jang

Assistant Professorsungha
Department of Marketing
Office:3048 Business Building
Mailing Address:2092 Business Building
1301 Lovers Lane 
Manhattan, KS 66506

Research Goals

The primary goal of Dr. Jang's research is to examine underlying mechanisms of marketing phenomena and develop quantitative models applicable to general situations. Specifically, he is interested in consumers’ search behavior, purchase decisions, and firms’ advertising strategies in various areas. As some empirical models require novel estimation methods, Dr. Jang develops the Bayesian estimation method to quantify complicated decision processes.

Current Research & Consulting Projects

  • Understanding how automobile purchasers allocate their search time to different information sources including offline and online sources
  • Identifying how consumers’ risk taking attitude affects their financial product purchases
  • Investigating how a pseudo-product harm crisis affects firms’ advertising strategies and online consumer behaviors (utilizing a text mining technique)
  • Consulting: Preliminary consulting for H&R Block to make profit models and develop marketing plans, Marketing research consulting for local organizations (Greater Manhattan Community Foundation and Boys and Girls Club of Manhattan)

Major Accomplishments

  • Worked in the filed of credit risk management (Experian Korea, 2000~2005)
  • Published in International Journal of Research in Marketing and Marketing Letters
  • Awards: CBA Developing Scholar Award
  • Editorial board members: Service Business

Other Contributions

  • Jang, Sungha, Ashutosh Prasad, and Brian Ratchford (2016), "Consumer Spending Patterns across Firms and Categories: Application to the Size and Share of Wallet," forthcoming at International Journal of Research in Marketing.
  • Song, Reo, Sungha Jang, and Gangshu (George) Cai (2015), "Does Advertising Indicate Product Quality? Evidence from Pre- and Postlaunch Advertising in the Movie Industry", Published online: 11 July 2015, Marketing Letters.
  • Jang, Sungha, Ashutosh Prasad and Brian T. Ratchford (2012), "How consumers use product reviews in the purchase decision process", Marketing Letters, 23 (3), 825-838.

Areas of Teaching

Marketing Research and Analytics, Marketing Management, Principles of Marketing


Ph D, University of Texas at Dallas, 2011.
Major: Marketing

MBA, Korea University, 2001.
Major: Marketing

BA, Korea University, 1998.
Major: Statistics