Lee, Hyojin, Paul E. Stillman, Xiaoyan Deng, H. Rao Unnava, William A. Cunningham, and Kentaro Fujita (forthcoming), “Examining Consumers’ Sensory Experiences with Color: A Consumer Neuroscience Approach,” Psychology and Marketing.
Teeny, Jake, Xiaoyan Deng, and H. Rao Unnava (in press), “The ‘Buzz’ Behind the Buzz Matters: Energetic and Tense Arousal as Separate Motivations for Word of Mouth,” Journal of Consumer Psychology.
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.