Dengfeng Yan

Visiting Associate Professor of Marketing



Dengfeng Yan is Visiting Associate Professor of Marketing at NYU Shanghai. He has been on the faculty at the University of Texas at San Antonio since 2012. He also taught at HKUST as a visiting assistant professor in the Spring of 2016.

Dengfeng’s research focuses on understanding how consumers respond to numerical information (such as prices and attribute specifications) and how consumer judgment and preferences vary as a function of psychological distance. His research has been published in top-tier journals including Journal of Consumer Research, Journal of Marketing ResearchJournal of Consumer Psychology, and Journal of Personality and Social Psychology. He currently serves on the Editorial Review Boards of Journal of Consumer Research and Journal of Consumer Psychology.


Courses Taught

Consumer Behavior


Recent Publications

Yan, Dengfeng and Jorge Pena-Marin (2017), “Round Off the Bargaining: The Effects of Offer Roundness on Willingness to Accept,” Journal of Consumer Research, 44 (2), 381-395.

Yan, Dengfeng, Jaideep Sengupta, and Jiewen Hong (2016), “Why Does Psychological Distance Influence Construal Level? The Role of Processing Modes,” Journal of Consumer Research, 43 (4), 598-613.

Yan, Dengfeng (2016), “Numbers Are Gendered: The Role of Numerical Precision,” Journal of Consumer Research, 43 (2): 303-316.

Yan, Dengfeng and Alex S. Tsang (2016), “Spoiler Effect Misforecasted: Underlying Mechanism and Boundary Conditions,” Journal of Consumer Psychology, 26 (1), 81-90.

Yan, Dengfeng (2014), “Future Events Are Far Away: Exploring the Distance-On-Distance Effect,” Journal of Personality and Social Psychology, 106 (4), 514-525.

Yan, Dengfeng and A. V. Muthukrishnan (2014), “Killing Hope with Good Intention: Effects of Consolation Prizes on Preferences for Lottery Promotions,” Journal of Marketing Research, 51 (2), 198-204.



Ph.D., Marketing, HKUST

M. Phil., Marketing, Hong Kong Baptist University

B.A., Political Science, Nanjing University