Xiaomeng Fan


Xiaomeng Fan

Assistant Professor

Research Area

Consumer information processing;

Affect and consumer judgment;

Advertising and brand attitudes.

Contact Information



Xiaomeng Fan joined the School of Entrepreneurship and Management faculty in 2019 as an Assistant Professor. She received a Ph.D. in Marketing from Kellogg School of Management, Northwestern University, and a B.A. in Business Administration from Renmin University of China.

Research Interests

Dr. Fan's research interests focus on understanding consumers’ affective reactions to brands and products, and how these reactions interact with cognition and motivation to influence consumer learning, judgement and decision-making.

Selected Publications

Fan, Xiaomeng, En-Chung Chang, and Duane T. Wegener (2015), “Two- or One-Dimensional View of Arousal? Exploring Tense and Energetic Arousal Routes to Consumer Attitudes,” European Journal of Marketing, 49(9/10), 1417-35

Working Papers

1.  Fan, Xiaomeng and Galen V. Bodenhausen, “Constraining Affect Infusion”

2.  Fan, Xiaomeng, Galen V. Bodenhausen, and Angela Y. Lee, “Aversive Affective Cues in Advertisements”

3.  Fan, Xiaomeng, Fengyan (Cindy) Cai, and Galen V. Bodenhausen, “No Such Thing as A Free Lunch: The Negative Effect of Zero Price on Consumer Demand” (The European ACR 2018 Best Competitive Paper Award)