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Faculty Experts Guide

Xiaoyan Deng

Assistant Professor of Marketing

Areas of Expertise

Consumer Responses to Visual Designs of Product and Packaging
Consumer Co-Design and Co-Creation in the Context of Mass Customization and Consumer Aesthetics


PhD, Marketing, University of Pennsylvania
MS, Advertising, University of Illinois
MA, Industrial Design, Hunan University BS, Industrial Design, Hunan University


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.

Contact Information

534 Fisher Hall
Fisher College of Business
2100 Neil Avenue
Columbus, OH 43210
(614) 292-5183