Overview
Background
Felix Septianto is an Associate Professor in Marketing at the University of Queensland. He earned his PhD from the University of New South Wales and previously taught at the University of Auckland.
His research explores how businesses can leverage emotions to increase marketing effectiveness. His work has been published in 100+ journal articles, including in Financial Times Top 50 (FT50) journals such as the Journal of Consumer Psychology and the Journal of the Academy of Marketing Science.
Felix has been recognised as a Discovery Early Career Researcher Award (DECRA) Fellow by the Australian Research Council, a Paul Bourke Award winner by the Academy of the Social Sciences in Australia, an Emerging Marketing Researcher by the Australian and New Zealand Marketing Academy, and a UQ Foundation Research Excellence Award winner.
Beyond academia, Felix is a co-founder of Accurment, a company applying behavioural science to turn marketing guesswork into growth, used by leading agencies such as Marketforce and Juicebox, and selected for the UQ Ventures ilab x Momentum Accelerator. He also served as Research Director at Quest Strategic, a boutique management consulting firm in Indonesia, where he advised global brands such as Hush Puppies and Philip Morris International.
Availability
- Associate Professor Felix Septianto is:
- Not available for supervision
Works
Search Professor Felix Septianto’s works on UQ eSpace
Featured
2025
Journal Article
Slowing time, shaping the future: the effect of mindfulness on intertemporal choice
Errmann, Amy, Seo, Yuri, Septianto, Felix and Chu, Xing-Yu (Marcos) (2025). Slowing time, shaping the future: the effect of mindfulness on intertemporal choice. International Journal of Research in Marketing. doi: 10.1016/j.ijresmar.2025.10.006
Featured
2025
Journal Article
The impact of assortment size and population density on product evaluation
Pham, Thuy, Mathmann, Frank, Septianto, Felix and Chylinski, Mathew (2025). The impact of assortment size and population density on product evaluation. Journal of Retailing, 101 (2), 227-240. doi: 10.1016/j.jretai.2025.02.004
Featured
2024
Journal Article
The impact of scarcity cues on purchase likelihood of art-infused products
Gupta, Mansi, Das, Gopal, Septianto, Felix and Hagtvedt, Henrik (2024). The impact of scarcity cues on purchase likelihood of art-infused products. Journal of the Academy of Marketing Science, 52 (2), 470-488. doi: 10.1007/s11747-023-00945-3
Featured
2023
Journal Article
How construal–regulatory mode fit increases social media sharing
Pham, Thuy, Septianto, Felix, Mathmann, Frank, Jin, Hyun Seung and Higgins, E Tory (2023). How construal–regulatory mode fit increases social media sharing. Journal of Consumer Psychology, 33 (4), 668-687. doi: 10.1002/jcpy.1375
Featured
2022
Journal Article
Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions
Septianto, Felix and Kwon, Junbum (2022). Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions. International Journal of Research in Marketing, 39 (4), 1108-1126. doi: 10.1016/j.ijresmar.2021.12.006
Featured
2022
Journal Article
The role of cultural congruence in the art infusion effect
Seo, Yuri, Septianto, Felix and Ko, Eunju (2022). The role of cultural congruence in the art infusion effect. Journal of Consumer Psychology, 32 (4), 634-651. doi: 10.1002/jcpy.1248
Featured
2021
Journal Article
Every ending is a new beginning: poignancy increases consumer preferences for self-made products
Septianto, Felix (2021). Every ending is a new beginning: poignancy increases consumer preferences for self-made products. International Journal of Research in Marketing, 38 (3), 732-748. doi: 10.1016/j.ijresmar.2020.11.004
Featured
2020
Journal Article
Hubristic pride & prejudice: the effects of hubristic pride on negative word-of-mouth
Septianto, Felix, Northey, Gavin, Chiew, Tung Moi and Ngo, Liem Viet (2020). Hubristic pride & prejudice: the effects of hubristic pride on negative word-of-mouth. International Journal of Research in Marketing, 37 (3), 621-643. doi: 10.1016/j.ijresmar.2019.11.003
2026
Journal Article
The Roles of Social Class, Need for Differentiation, and Moral Identity Symbolization in Increasing Cultured Meat Acceptance
Qisthi, Irsa Wafiatul, Thomas, Tabitha S., Chowdhury, Rafi M. M. I. and Septianto, Felix (2026). The Roles of Social Class, Need for Differentiation, and Moral Identity Symbolization in Increasing Cultured Meat Acceptance. Journal of Macromarketing, 46 (2) 02761467261437383, 173-189. doi: 10.1177/02761467261437383
2026
Journal Article
Relief through digital modalities: evaluating text-based chatbots and voicebots in service failures
Nguyen, Mai, Arango, Luis, Zhang, Yunen, Hartley, Nicole and Septianto, Felix (2026). Relief through digital modalities: evaluating text-based chatbots and voicebots in service failures. European Journal of Marketing, 60 (13), 325-352. doi: 10.1108/ejm-08-2024-0693
2026
Journal Article
Spice It Up: The Impact of Spiciness and Arousal on Cultured Meat Consumption
Duong, Chien, Pappu, Usha L., Sung, Billy and Septianto, Felix (2026). Spice It Up: The Impact of Spiciness and Arousal on Cultured Meat Consumption. International Journal of Consumer Studies, 50 (2) e70197, 1-11. doi: 10.1111/ijcs.70197
2026
Journal Article
Emotionally competent robots: acknowledging customer anger in service failure
Goyeneche, David, Arango, Luis, Septianto, Felix, Pontes, Nicolas and Popkowski Leszczyc, Peter (2026). Emotionally competent robots: acknowledging customer anger in service failure. Journal of Business Research, 206 115971, 1-12. doi: 10.1016/j.jbusres.2026.115971
2025
Journal Article
The effect of assessment and mixed emotions on willingness to try clean meat
Thomas, Tabitha S., Septianto, Felix, O’Rourke, Anne-Maree and Mathmann, Frank (2025). The effect of assessment and mixed emotions on willingness to try clean meat. Journal of Strategic Marketing, 1-16. doi: 10.1080/0965254x.2025.2601980
2025
Journal Article
The influence of strangers on consumer behavior in a retail environment
Thomas, Tabitha S., Abraham, Dolphy, Quach, Sara, Septianto, Felix and Thaichon, Park (2025). The influence of strangers on consumer behavior in a retail environment. Journal of Consumer Behaviour, 24 (6) cb.70020, 2675-2691. doi: 10.1002/cb.70020
2025
Journal Article
Don’t humor me! Customers’ moral perceptions toward companies’ humorous responses in social media service recovery
Honora, Andreawan, Japutra, Arnold and Septianto, Felix (2025). Don’t humor me! Customers’ moral perceptions toward companies’ humorous responses in social media service recovery. Journal of Business Ethics, 1-19. doi: 10.1007/s10551-025-06154-y
2025
Journal Article
A match made in heaven? Do religious and general appeals instill hope for reduction of food waste
Khalil, Maryam, Lang, Bodo, Septianto, Felix and Northey, Gavin (2025). A match made in heaven? Do religious and general appeals instill hope for reduction of food waste. Australasian Marketing Journal 14413582251374710. doi: 10.1177/14413582251374710
2025
Journal Article
All are welcome! How power distance belief and religiosity impact consumer responses to corporate racial equity initiatives
Ochionuoha, Aristus Chukwuebuka, Saluja, Geetanjali and Septianto, Felix (2025). All are welcome! How power distance belief and religiosity impact consumer responses to corporate racial equity initiatives. European Journal of Marketing, 59 (13), 85-119. doi: 10.1108/ejm-08-2023-0617
2025
Journal Article
Gratitude in health messages: The moderating role of anthropomorphism
Khan, Saira, Pontes, Vivian, Seo, Yuri and Septianto, Felix (2025). Gratitude in health messages: The moderating role of anthropomorphism. Journal of Advertising Research, 65 (3), 427-445. doi: 10.1080/00218499.2025.2464283
2025
Journal Article
The moderating role of intrinsic and quest religiosity on the effectiveness of religious appeals in promoting cultured meat
Arli, Denni, Arango, Luis and Septianto, Felix (2025). The moderating role of intrinsic and quest religiosity on the effectiveness of religious appeals in promoting cultured meat. Journal of Business Ethics, 201 (3) e1578, 759-776. doi: 10.1007/s10551-025-05954-6
2025
Journal Article
Rainbows and laughter: how humor boosts e‐Word‐of‐Mouth for LGBT+ brands on social media
O'Rourke, Anne‐Maree, Belli, Alex, Mathmann, Frank and Septianto, Felix (2025). Rainbows and laughter: how humor boosts e‐Word‐of‐Mouth for LGBT+ brands on social media. Psychology & Marketing, 42 (2), 395-411. doi: 10.1002/mar.22131
Funding
Past funding
Supervision
Availability
- Associate Professor Felix Septianto is:
- Not available for supervision
Supervision history
Current supervision
-
Doctor Philosophy
The Role of Regulatory Mode and Positive Emotions on Consumer Goal Pursuits
Principal Advisor
Other advisors: Dr Anne-Maree O'Rourke
-
Doctor Philosophy
What Makes Brands Authentic in their Relationships with Consumers? The Role of Influencers Self-Disclosure on Brand Authenticity.
Associate Advisor
Other advisors: Associate Professor Nicolas Pontes
Completed supervision
-
2026
Doctor Philosophy
An Examination of Consumer Mindsets in the Context of Cultured Meat
Principal Advisor
Other advisors: Associate Professor Nicolas Pontes
Media
Enquiries
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