Dengfeng Yan

Dengfeng Yan
Associate Professor of Marketing, NYU Shanghai; Global Network Associate Professor, NYU

Dengfeng Yan is Associate Professor of Marketing, NYU Shanghai; Global Network Associate Professor, NYU. Prior to joining NYU Shanghai, he was an Associate Professor of Marketing with tenure at the University of Texas at San Antonio. 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 Research, Journal 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.


Select Publications

  • Yan, Dengfeng (2019), “Subtraction or Division: Evaluability Moderates Reliance on Absolute Differences Versus Relative Differences in Numerical Comparisons,” Journal of Consumer Research (forthcoming)
  • 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.



  • PhD, Marketing
  • M. Phil, Marketing
    Hong Kong Baptist University

Research Interests

  • Numerical Information
  • Psychological Distance

Courses Taught

  • Consumer Behavior
  • Research for Customer Insights
  • Digital Marketing