Xiaoyan Deng

Xiaoyan Deng received her Ph.D. in Marketing from the Wharton School, University of Pennsylvania in May 2009. Dr. Deng is an experimental consumer behavior researcher. Her research focuses on Visual Marketing, specifically how consumers respond to the visual design of marketing offerings, and how these responses shape their preferences and choices. She is also interested in Sensory Marketing, Art and Aesthetics, and Information Processing in general.

Dr. Deng’s research has appeared in the Journal of Consumer Psychology, the Journal of Consumer Research, the Journal of Marketing, and the Journal of Marketing Research. She is on the Editorial Review Board of the Journal of Consumer Research. She has reviewed for the Journal of Consumer Psychology, the Journal of Marketing Research, and Management Science.

Dr. Deng has taught in Fisher’s Undergraduate and MBA programs. She supervises PhD and undergraduate student research. She also serves on the PhD Program Committee (Marketing), the Educational and Professional Diversity Committee (Fisher), and the Behavioral Lab Advisory Group (Fisher). 

Areas of Expertise

  • Visual Marketing

  • Sensory Marketing

  • Art and Design

  • Information Processing


  • Ph.D., Marketing, the Wharton School, University of Pennsylvania

  • M.S., Advertising, University of Illinois at Urbana-Champaign

  • B.S. and M.S., Industrial Design, Hunan University, China


  • Lee, Hyojin, Kentaro Fujita, Xiaoyan Deng, and H. Rao Unnava (2016), “On Visualizing Distant and Near Future Events in Black-and-White versus Color,Journal of Consumer Research, Conditionally accepted.
  • Deng, Xiaoyan, Barbara E. Kahn, H. Rao Unnava, and Hyojin Lee (2016), “A ‘Wide’ Variety: Effects of Horizontal versus Vertical Display on Assortment Processing, Perceived Variety, and Choices,” Journal of Marketing Research, In-press.
  • Lee, Hyojin, Xiaoyan Deng, H. Rao Unnava, and Kentaro Fujita (2014), “Monotonous Forests and Colorful Trees: The Effects of Black-and-White versus Color Imagery on Construal Level,Journal of Consumer Research, 41(4), 1015-32.
  • Deng, Xiaoyan and Raji Srinivasan (2013), “When Do Transparent Packages Increase (or Decrease) Food Consumption,” Journal of Marketing, 77(4), 104-17.
  • Deng, Xiaoyan, Sam Hui, and J. Wesley Hutchinson (2010), “Consumer Preferences for Color Combinations: An Empirical Analysis of Similarity-Based Color Relationships,” Journal of Consumer Psychology, 20(4), 476-84.
  • Deng, Xiaoyan and Barbara E. Kahn (2009), “Is Your Product on the Right Side? The ‘Location Effect’ on Perceived Product Heaviness and Package Evaluation,” Journal of Marketing Research, 46(6), 725-38.
  • Iacobucci, Dawn, Neela Saldanha, and Xiaoyan Deng (2007), “A Meditation on Mediation: Evidence That Structural Equations Models Perform Better Than Regressions,” Journal of Consumer Psychology, 17(2), 139-53.


  • E-mail

    (614) 292-5183

    (614) 292-0879

    Department of Marketing & Logistics
    Fisher College of Business
    The Ohio State University
    534 Fisher Hall
    2100 Neil Avenue
    Columbus, OH 43210

More Information