Xiaoyan Deng

Associate Professor of Marketing

Marketing & Logistics


Xiaoyan Deng received her Ph.D. in Marketing from the Wharton School, University of Pennsylvania in 2009. She conducts experimental research in the area of consumer behavior. Specifically, her research investigates the interplays between sensation, perception, and cognition, with a special focus on the role of design in consumer judgment, decision, and behavior.


Dr. Deng’s research has appeared in top-tier marketing journals such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, and the Journal of Consumer Psychology. Her research has been covered by national media outlets, including New York Times, PBS, Science Daily, etc. Based on her research performance, she was selected as one of the 2017 Marketing Science Institute (MSI) Young Scholars.


Dr. Deng currently serves on the Editorial Review Board of the Journal of Consumer Research and the Journal of Marketing. In 2017 she was named a JCR Outstanding Reviewer. She has reviewed for other elite marketing journals as well, including the Journal of Consumer Psychology, the Journal of Marketing Research,  and  Management Science.


Dr. Deng teaches in Fisher’s Undergraduate and MBA programs, and supervises Ph.D. student research. She also serves on the Ph.D. Program Committee (Marketing) and the Behavioral Lab Advisory Group (Fisher).

Areas of Expertise


  • Consumer Behavior


  • 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


Journal Articles

Deng, Xiaoyan, H. Rao Unava, and Hyojin Lee (forthcoming), "Too True to be Good?" When Virtual Reality Decreases Interest in Actual Reality," Journal of Business Research

Stillman, Paul, Hyojin Lee, Xiaoyan Deng, H. Rao Unnava, William A. Cunningham, and Kentaro Fujita (2017), "Neurological Evidence for the Role of Construal Level in Future-Directed Thought," Social Cognitive and Affective Neuroscience (SCAN), forthcoming.

Lee, Hyojin, Kentaro Fujita, Xiaoyan Deng, and H. Rao Unnava (2017), “The Role of Temporal Distance on the Color of Future-directed Imagery: A Construal Level Perspective,” Journal of Consumer Research, 43(5), 707-25.

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, 53(5), 682-98.

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.

Book Chapter

Kahn, Barbara and Xiaoyan Deng (2009), “Effects on Visual Weight Perceptions of Product Image Locations on Packaging,” in Sensory Marketing: Research on the Sensuality of Products, ed., Aradhna Krishna, New York: Routledge.


  • BUSML 4201 - Consumer Behavior

    Examines how and why people behave as consumers. Its goals are to provide an understanding of consumer behavior and to provide experience in the application of this knowledge to marketing management and social policy decision making. Prereq: 3250 (650), and AcctMIS 2200 (211), 2300 (212), and BusMGT 2320 (330), 2321 (331); and BusMHR 2291 or 2292 (BusADM 499.01). Not open to students with credit for 750.

  • BUSML 4240 - New Product Management

    Examines strategies for development of successful new products. The five modules of the process (i.e., opportunity identification, concept generation, concept evaluation, product design and development, and launch) will be covered. Prereq: 4201 (750), 4202 (758), and BusMHR 2292 (BusAdm 499.01), or equiv. Not open to students with credit for 756.

  • BUSML 7202 - Consumer Behavior

    Development of the consumer decision process and its application to marketing strategy decisions. Prereq: 6250 or MBA 6252 or 6253. Not open to students with credit for 854.