近年来，主要采用虚拟现实等多种实验技术进行跨感觉通道的消费行为与人智交互研究，在心理学、行为科学、工商管理等多个学科的国内外重要学术期刊发表论文八十余篇。出版学术专著一部。近期部分代表作如下：
1) Qian, Y., Velasco, C.*, & Wan, X.* (2026). The impact of Artificial Intelligence co-experience on consumer loneliness: The role of culture and experience valence. Psychology & Marketing. https://doi.org/10.1002/mar.70190
2) Liu, M., & Wan, X.* (2026). From collective human opinions to AI algorithms: How advice source influences judgment of behavioral health risks. Applied Psychology Health and Well-Being, 18(2), e70135.
3) Guo, X., & Wan, X.* (2026). Frontstage vs. backstage automation in hospitality: Consumer responses to role-differentiated robotic service. International Journal of Hospitality Management, 134, 104559.
4) Liu, M., Jiang, J., Huang, J.*, & Wan, X.* (2026). Gender differences in multi-attribute dietary decision making under time pressure: A hierarchical drift-diffusion approach. Appetite, 219, 108420.
5) Guo, X., & Wan, X.* (2025). AI-driven nudges: Influence of chatbot personas on consumer food choices. Appetite, 214, 108218.
