Dengfeng Yan holds a Ph.D. in marketing from Hong Kong University of Science and Technology, an M.Phil. in marketing from Hong Kong Baptist University and a B.A. in political science from Nanjing University. His research focuses on how consumers construe information and how the difference in information construal influences a variety of judgments, such as product quality inference, health risk perception and affective forecasting. Dengfeng’s research has appeared in the Journal of Consumer Research and has been mentioned by media such as MSNBC, Science Daily and Medical News Today. Currently Dr. Yan teaches Marketing Research (MKT 3083).
- Construal level theory
- Health risk perception
- Mental imagery
“The Influence of Base Rate and Case Information on Health Risk Perceptions: A Unified Model of Self-Positivity and Self-Negativity,” with Jaideep Sengupta, Journal of Consumer Research.
“Effects of Construal Level on the Price-Quality Relationship,” with Jaideep Sengupta, Journal of Consumer Research, Vol. 38, No. 2, pp. 376-389.