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.
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.