Yan, Dengfeng, and Jaideep Sengupta (2011), "Effects of Construal Level on the Price-Quality Relationship", Journal of Consumer Research, 38 (2), 376-389.

Effect of Construal Levels on the Price-Quality Relationship (with Jaideep Sengupta), competitive paper presented at Association for Consumer Research Annual Conference, 2010, Jacksonville, FL.

Making Sense of Numbers: Effects of Alphanumeric Brand Names on Attribute Inference (with Rod Duclos), competitive paper presented at Association for Consumer Research Annual Conference, 2010, Jacksonville, FL.

Does A Small Coke Taste Better? (with Bob Wyer and Jaideep Sengupta), competitive paper presented at Society for Consumer Psychology Annual Conference, 2010, St. Pete Beach, FL.

Reducing the Spoiler Effect in Experiential Consumption (with Alex Tsang), competitive paper presented at Association for Consumer Research Annual Conference, 2008, San Francisco, CA.

Are MacNoodles and McDonald’s Kinship Connected? (with Allan K. Chan), competitive paper presented at Association for Consumer Research Annual Conference, 2007, Memphis, TN.

Can Incongruent Brand Extensions Be Superior over Congruent Ones? (with Allan K. Chan), competitive paper presented at American Marketing Association Winter Educators’ Conference, 2007, San Diego, CA.

Oversea Research Attachment Awards, HKUST (2011)

Fellow, AMA Sheth Foundation Doctoral Consortium, Fort Worth, TX (2010)

Studentship, Hong Kong University of Science and Technology (2007-)

Chartered Institute of Marketing (CIM) Scholarship, CIM (Hong Kong) (2007)

Ace Style International Limited Scholarship, Hong Kong Baptist University (2006)

Studentship, Hong Kong Baptist University (2005-2007)