Monic Sun, associate professor of marketing, explores counter-intuitive consequences of new technologies. She has conducted research on digital advertising, user-generated content, social networks, location-based targeting, smart technologies, peer-to-peer markets and recycling. She is currently trying to understand what defines the key differences between human and artificial intelligence, and the incentives that would promote human creativity. She uses game theory, causal inferences and experimentation in her research, which has appeared in top marketing journals and been mentioned in popular media outlets such as BBC, Forbes, and NPR.