Kim, Pielah, Xiaoyan Deng, and H. Rao Unnava (2020), “In the Eye of the Beholder: Cross-pollination between Art-infused Products and Retail Spaces,” Journal of Business Research, 117(Sep), 302-311.
Stillman, Paul E., Hyojin Lee, Xiaoyan Deng, H. Rao Unnava, and Kentaro Fujita (2020), “Examining Consumers’ Sensory Experiences with Color: A Consumer Neuroscience Approach,” Psychology and Marketing, 37(7/Jul), 995-1007.
Teeny, Jake, Xiaoyan Deng, and H. Rao Unnava (2020), “The ‘Buzz’ Behind the Buzz Matters: Energetic and Tense Arousal as Separate Motivations for Word of Mouth,” Journal of Consumer Psychology, 30(3/Jul), 429-446.
You, Yanfen, Xiaojing Yang, Lili Wang, and Xiaoyan Deng (2020), “When and Why Saying ‘Thank You’ Is Better Than Saying ‘Sorry’ in Redressing Service Failures: The Role of Self-Esteem,” Journal of Marketing, 84(2/Mar), 133-150.
Yang, Xiaojing*, Xiaoyan Deng*, and Amita Bhadauria* (2020), “‘Does Mere Exposure to Beauty-Related Words Promote Prosocial Behavior?: Exploring the Mental Association between Beauty and Prosociality,” Journal of the Association for Consumer Research, 5(1/Jan), 107-116.
Togawa, Taku, Jaewoo Park, Hiroaki Ishii, and Xiaoyan Deng (2019), “A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions,” Journal of Retailing, 95(4/Dec), 204-218.
Deng, Xiaoyan, H. Rao Unnava, and Hyojin Lee (2019), “‘Too True to Be Good?’ When Virtual Reality Decreases Interest in Actual Reality,” Journal of Business Research, 100(Jul), 561-570.
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), 12(6/Jun), 937-947.
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/Feb), 707-725.
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/Oct), 682-698.
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/Dec), 1015-1032.
Deng, Xiaoyan and Raji Srinivasan (2013), “When Do Transparent Packages Increase (or Decrease) Food Consumption,” Journal of Marketing, 77(4/Jul), 104-117.
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/Oct), 476-484.
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/Dec), 725-738.
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/Apr), 139-153.