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Xiaoyan Deng

Assistant Professor of Marketing








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. Dr. Deng is an experimental consumer behavior researcher. Her research focuses on Visual Marketing as she is particularly interested in how consumers respond to the visual design of products and marketing communications, and how these responses shape their preferences and choices. 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.

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