Full-time Professor

Xiaomeng Fan

Publish Time:2021-03-23

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, X.*, Cai, F.*, & Bodenhausen, G. V. (2022). The boomerang effect of zero pricing: When and why a zero price is less effective than a low price for enhancing consumer demand. Journal of the Academy of Marketing Science. (* equal contribution)

Chang, E.*, Xie, C.*, & Fan, X*. (2022). Defending the rules: How exposure to immoral behavior influences the boundary preference. Journal of Business Research, 139, 654-663 (* equal contribution)

Fan, X., Bodenhausen, G. V., & Lee, A. Y. (2021). Acquiring favorable attitudes based on aversive affective cues: Examining the spontaneity and efficiency of propositional evaluative conditioning. Journal of Experimental Social Psychology, 95, 104139.


Fan, X., Chang, E., & Wegener, D. T. (2015). Two- or one-dimensional view of arousal? Exploring tense and energetic arousal routes to consumer attitudes. European Journal of Marketing, 49, 1417-1435.

Working Papers

1.  Fan, X., & Bodenhausen, G. V., “Constraining Affect Infusion”