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Xiaoyan Deng

Assistant Professor of Marketing

Contact Information
534 Fisher Hall
2100 Neil Avenue
Columbus, OH 43210
Office: (614) 292-5183


Areas of Expertise:
  • Consumer behavior
  • Product design
  • Packaging design
  • Mass customization
  • Aesthetics and visual perception
  • Sensory marketing


  • Ph.D. in Marketing, University of Pennsylvania
  • M.S. in Advertising, University of Illinois at Urbana-Champaign
  • M.A., B.E. in Industrial Design, Hunan University, China



Xiaoyan Deng received her Ph. D. in Marketing from University of Pennsylvania in May 2009. She joined the faculty at the Ohio State University in July 2009. As an experimental consumer behavior researcher, Dr. Deng is particularly interested in how consumers respond to visual designs of product and packaging, consumer co-design and co-creation in the context of mass customization, aesthetics, and sensory marketing. Dr. Deng’s research has appeared in or is forthcoming in the Journal of Marketing Research, the Journal of Marketing, and the Journal of Consumer Psychology.