Regular biography
Associate Professor Felix Septianto is a faculty member at the University of Queensland's School of Business. His research explores how businesses can leverage emotions to increase marketing effectiveness. These insights have been published in Financial Times Top 50 (FT50) journals, including the Journal of Consumer Psychology and the Journal of the Academy of Marketing Science. Felix has been recognized 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. As part of this work, he also developed Craft, a research tool that helps scholars structure their thinking and turn messy literature into clear research contributions, now used by scholars across 150+ universities in the Asia-Pacific. Felix earned his PhD from the University of New South Wales and previously taught at the University of Auckland. 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.
Scholar-generated biography
Felix Septianto is a researcher at the University of Queensland with expertise in emotion, ethics, advertising, prosocial behavior, and sustainability. His work explores how emotional appeals, such as pride and gratitude, influence consumer behavior, particularly in the context of sustainable and luxury brands. Septianto investigates the role of emotional and cognitive appeals in advertising, focusing on their effectiveness in promoting pro-environmental and ethical consumer choices. His research also examines the impact of political ideology and message framing on consumer judgments, as well as the influence of imagery and authenticity in advertising. Septianto's studies highlight the interplay between emotions, ethics, and consumer decision-making in digital and traditional marketing contexts.