University of Vermont

Community Development and Applied Economics at the University of Vermont

Community Development and Applied Economics

Tao Sun

tao sun

Tao Sun, PhD Associate Professor

  • PhD 2002 University of Minnesota
  • MA 1996 Pennsylvania State University
  • BA 1992 China School of Journalism
  • BA 1990 Dalian University of Foreign Languages (China)
Areas of Expertise:

Public communication, media effects,
consumer behavior

View/Download CV (PDF)
Contact Information
Office: 204B Morrill Hall

A former journalist of world news desk with China's Xinhua News Agency, Dr. Sun joined UVM in 2008. He previously taught at Emerson College and Plymouth State University. His current research interests cover cross-cultural consumer behavior, international media development, and online word of mouth communication.

Courses Taught

CDAE 127: Consumer, Markets and Public Policy
CDAE 128: The Consumer and Advertising
CDAE 250: Applied Research Methods

Recent Publications

  • Sun, T. & Wu, G. (forthcoming). Traits, predictors, and consequences of Facebook self-presentation. Social Science Computer Review. Published online before print December 7, 2011, doi: 10.1177/0894439311425978.
  • Sun, T. (2011). The roles of trust and experience in consumer confidence in conducting e-commerce: a cross-cultural comparison between France and Germany. International Journal of Consumer Studies, 35 (3), 330-337.
  • Sun, T., Tai, Z.X., & Tsai, K.C. (2010). Perceived ease of use in prior e-commerce experiences: A hierarchical model for its motivational antecedents. Psychology & Marketing, 27 (9): 874-886.
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