Felix Septianto's research while affiliated with The University of Queensland and other places

Publications (93)

Article
Increasingly, researchers are putting their efforts into understanding more about self-made products (e.g. reasons for purchasing these type of products). Nevertheless, it remains poorly understood as to how to effectively promote such products. Understanding whether using emotions (e.g. gratitude) in an advertisement may increase the effectiveness...
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As consumers become more aware of and concerned about the environmental impact of their consumption choices, an increasing number of luxury brands are now engaging in sustainability practices. This study examines factors influencing the effectiveness of embedding sustainability in luxury brands. Specifically, the research focus is the effect of chi...
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Food waste is a major global issue. Annually, more than 40% of all food produced for human consumption is sent to landfill, resulting in significant environmental, financial, and social consequences. Importantly, most of this waste happens at the household level. Hence, effective ways to influence intentions and behaviors to reduce household food w...
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Purpose The present research aims to investigate the influence of organizational positioning by drawing upon moral foundations theory in relation to driving charitable giving, and the moderating role of recognition in this regard. Design/methodology/approach Two experimental studies were conducted to examine the interactive effect of organizationa...
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While the importance of electronic Word-of-Mouth (eWOM) for Business-to-Business (B2B) firms is increasing, the use of B2B firm-generated content for driving positive eWOM is less understood. Given the emergence of image-oriented social media platforms, this study investigates how color features increase positive eWOM in the B2B versus B2C context...
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There is a growing demand for meat substitutes among consumers, given that excessive meat consumption is associated with negative consequences for personal health and the environment. However, the market shares of such meat substitutes remain low, thus highlighting the need to further investigate how to increase consumer acceptance of meat substitu...
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Purpose This study aims to investigate how charitable advertising effectiveness in response to threat-based awe, an emotional response that typically arises in the presence of natural disasters, is likely to depend on the construal level. Design/methodology/approach Three experimental studies were conducted to examine the positive and negative eff...
Article
Purpose This study aims to examine how religiosity influences brand loyalty toward religiously positioned brands (Chick-fil-A, Forever 21, etc.) when these brands engage in morally controversial actions. Design/methodology/approach Study 1 investigates how religiosity affects brand loyalty when religiously positioned brands engage in religiousness...
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Metaphor—drawing a comparison between two seemingly incompatible concepts in an effort to create symbolism—is frequently used in advertising. This study investigates the persuasiveness of metaphor in advertising and the conditions under which the effectiveness of metaphorical advertisements can be leveraged. Across three experimental studies, the r...
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Purpose This research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image across international markets with different cultural distances between them. Design/methodology/approach The paper reports two preliminary studies and three experimental...
Article
While sustainable products are mostly promoted with intrinsic appeals (e.g., “Buy this product and do something good for the environment”), marketers can also incorporate extrinsic appeals (e.g., “Buy this product and show others how sustainable you are”), thus creating joint appeals. However, it remains unclear whether such joint appeals will be m...
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Offering customization services via online toolkits has emerged as a growing trend among luxury brands. Previous studies in this domain have largely focused on how customization influences product evaluations and purchase intentions. Our research identifies a novel effect of luxury product customization by showing that customized luxury offerings c...
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With the advent of the digital experience economy, contemporary luxury brands have embraced social media as an important channel for improving brand perceptions and developing customer relationships. This is because encouraging consumers to share luxury purchases on social media offers a strategic value for luxury brands. The present research inves...
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This research investigates the influence of disgust, as an emotion, on charitable giving. We propose that feeling disgusted decreases consumers’ engagement in charitable behavior (e.g., giving money and time) because it lowers empathy—and empathy is an important determinant in charity-giving decisions. Across three experimental studies in which we...
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Underpinned by art infusion theory and functional theories of attitudes, this present research examines the art infusion effect on brand evaluation among consumers whose attitudes might serve a value-expressive or social-adjustive function, and the role of self-inauthenticity feelings in these relationships. We conducted three experimental studies...
Article
Underpinned by art infusion theory, this present research examines the effect of art infusion on brand attitudes under different brand conditions (i.e. pro-environmental luxury brands and luxury brands) in advertising. Across two experimental studies, this research offers empirical evidence to a moderated mediation model, such that when an advertis...
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Individuals tend to have divergent moral judgment when judging oneself versus others, which is termed moral hypocrisy. While prior research has examined different factors that might influence moral hypocrisy, there are limited insights on the influences of different, discrete emotions. The present research seeks to address this gap and examines the...
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Research on brand transgressions has suggested that when a brand is involved in a transgression and perceived as harmful, consumers will punish the brand. The present research seeks to extend this literature by investigating how having a cute brand logo may reduce consumer punishment of a transgressing brand. Across five experimental studies, this...
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Despite the significance of consumer perceived ethicality (CPE) in the current business world, it remains unclear how companies can foster CPE among consumers. The present research investigates the potential of personizing a stakeholder (e.g., an employee or a supplier) by incorporating the person’s first name in advertising messages. Across four e...
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Despite the potential of humour in increasing positive marketing outcomes, some consumers may negatively evaluate humour in advertising. This is because even though consumers perceive a humorous advertisement as funny, such content can also elicit negative emotions. Extending the literature in this area, the present research explores how consumers...
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A brand logo has significant influences on consumer evaluations of a brand. However, little research has examined the effectiveness of brand logo design. The present research thus seeks to extend the literature in this area by examining how cuteness associated with a brand logo might produce a more favourable brand attitude. Across two experimental...
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In the era of consumer distrust of corporations, transparency is becoming a must rather than an option. While prior research has explored why businesses should disclose their costs and how consumers may react to such cost transparency, it is still unclear how marketers can best communicate cost transparency. The present research offers a practical...
Article
The present research investigates how charitable giving in response to threat-based awe, an emotional experience that typically accompanies disaster-relief campaigns, is likely to depend on consumers’ implicit theories. Although consumers want to behave prosocially when experiencing threat-based awe, due to the presence of threats, such behavior de...
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Social media influencer (SMI) advertising is on the rise; however, extant theory regarding the determinants of SMI advertising effectiveness is undeveloped. The present research establishes when and how the type of SMI based on the number of followers influences SMI advertising effectiveness. Specifically, the findings of four experimental studies...
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A growing literature is examining the potential of grotesque advertising. The aim of this study is to examine whether curiosity or boredom cues in a grotesque advertisement are more effective at enhancing brand attitude and how this effect is moderated by consumers’ construal level. Across three experimental studies, this research shows that a curi...
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While consumers seem to perceive humblebragging as an effective self-presentation strategy that allows them to subtly promote their positive aspects, some humblebragging practices have invited negative reactions in social media. Indeed, prior research suggests that humblebragging elicits negative responses and, hence, is less preferable than straig...
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The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact...
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Purpose While new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insigh...
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Individuals have a tendency to push back against threats and impositions from others that impinge on their perceived freedom. This issue is prevalent among issues with directive messages especially those in social marketing, such as responsible drinking messages. The current research investigates the potential role of gratitude in increasing indivi...
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Underpinned by feelings-as-information theory and construal level theory, this present research examines the effect of mixed emotions in advertising on word of mouth (WOM) and the moderating role of a narrative person. Two experiments were conducted featuring two different products (cake mix in Study 1; watch in Study 2) and different narratives to...
Article
Organic food, a form of green consumption, is a growing industry, with consumers purchasing for both altruistic and egoistical motives. However, there is limited research into how marketers can develop advertising strategies to promote organic food. The present research examines how age cues influence consumer preferences for organic food. Across t...
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Purpose This paperaims to investigate a novel expectation by examining how framing a company as its constituent members (members frame) versus an organization (organization frame) can influence consumer evaluations of a product or service from this company. Design/methodology/approach Four studies were conducted examining the effectiveness of an o...
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Extant literature has reported mixed findings on the effectiveness of praising versus scolding in social marketing messages, such as how to encourage consumer engagement with plastic waste issue. Against this backdrop, this research investigates the moderating role of consumers' mindset in this regard. This research reports two experimental studies...
Article
Awe represents a powerful positive emotion that has received limited examination in the advertising context. The present research draws on construal-level theory to shed light on when and how awe increases persuasion. Across five experimental studies, we show that the effect of awe elicits an abstract mindset and, therefore, increases advertising p...
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The current research investigates how religiosity can influence unethicality in a consumption context. In particular, considering the link between extrinsic religious orientations and unethicality, this research clarifies why and when extrinsic religiosity leads to unethical decisions. Across two studies, findings show that ethnocentrism is both a...
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This research examines how warmth and competence advertising can be effectively utilized in luxury and sustainable brand advertising. Across four experimental studies, this research shows diametrically opposite “match-up” effects between advertising appeals and construal levels for luxury and sustainable brands. For a luxury brand, consumers show f...
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Food waste has become a pressing problem in the world, leading to a range of economic, social, and environmental issues. As a result, there are increasing calls to develop effective messages that can increase consumer awareness of food waste and its negative impacts. Drawing upon a recent research on the influences of numerical precision on consume...
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The art infusion effect posits that exposure to visual artworks heightens the perceived luxuriousness of related brands. Across six studies conducted in different cultural settings, we establish that the art infusion effect is dependent on cultural congruence. That is, when the artwork’s country‐of‐origin (CO) is culturally congruent (vs. incongrue...
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Requesting customers to “round up” the total for their purchases to the next whole dollar and donating the difference has been a recent trend among some companies. A recent study argues that a roundup donation request reduces the perceived pain of donating, thus making it more effective as compared with a flat donation request; however, the present...
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Purpose The concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury brands. The present research seeks to develop effective advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals. Design/methodology/a...
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Prior research has established that consumers with higher levels of biospheric values are more likely to engage in sustainable behaviors. Such findings assume that tourism practitioners should solely focus their marketing efforts on consumers with high levels of biospheric values. The present research reexamines such typical expectations by investi...
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The complexity of luxury brand imagery creates challenges for managers when selecting appeals for luxury branding strategies. Against this backdrop, the present research studies the potential of mixed emotional appeals in enhancing the persuasiveness of luxury advertising. Across two experimental studies, this research shows that luxury brand adver...
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Although prior research acknowledges the significant role of emotions in response to corporate social irresponsibility (CSI), such research typically examines emotions as mediators that explain how consumers respond to CSI. The present research tests a novel perspective by examining how the expression of anger (vs. sadness) in a company’s apology c...
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Recent research has suggested conflicting evidence on how consumers respond to threat (from diseases) concerning their product preferences. Specifically, consumers might exhibit higher versus lower preferences for typical (vs. atypical) products. Drawing upon the literature on consumption-based affect regulation and consumers’ mindset, this researc...
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This study synthesizes research on evolutionary psychology, emotional appeals, and viral advertising in order to develop a novel perspective on how sustainable luxury brands can be effectively promoted on social media. The results of two experiments show that the emotional appeals of pride and gratitude increase consumer intentions to spread electr...
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The present research examines how a combination of a happy (vs. sad) victim image and a strong sad message appeal can promote prosocial behavior. The underlying reason is that consumers can more easily see how their help can positively change the victim’s situation (i.e., high levels of perceived outcome efficacy). This research tests these predict...
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Academic literature uses the term “everyday low price” (EDLP) when referring to a pricing strategy that offers relatively stable, low prices across a wide assortment of product categories. However, in real-world situations, many brands and retailers opt to use a different term – “everyday value” (EDV). Do consumers differentially evaluate such fram...
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This research examines the role of advertising images in promoting experiential offerings. In particular, it investigates the congruence effect between the emotional responses evoked by advertising images and experiential offerings on consumers’ purchase likelihood in the tourism context. This congruence effect is tested in a series of four experim...
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Purpose The current research seeks to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the Appraisal Tendency Framework, this research establishes the underlying process driving these emotion effects. It also examines the moderating role...
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Retailers and brands such as IKEA, Home Depot, and Build-a-Bear encourage consumers to ‘make’ their products rather than be passive recipients. While a growing literature explores ‘why’ consumers purchase self-made products, it is less understood ‘how’ marketers can develop effective advertising and marketing communications to promote such products...
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This research examines the impact of shock advertising on consumer brand evaluations, for both socially acceptable and controversial product categories. The intervening roles of brand familiarity, perceived incongruity and disgust are also investigated. Utilizing two experiments and drawing upon congruence theory, this research offers empirical evi...
Preprint
Full-text available
Sustainability has become an increasing concern for many brands and companies and an increasing number of luxury brands now engage in sustainability practices. The present research examines the factors influencing the effectiveness of embedding sustainability in luxury brands. Specifically, this paper investigates how childhood socioeconomic status...
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Purpose The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in this study, an explicit expectation that behavior is recognized) on charitable behavior. Further, drawing upon the evolutionary psychology perspective, the status motive...
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Purpose This paper aims to examine how mortality-related sadness, as compared to other emotions such as fear, anger and happiness, can leverage the effectiveness of fresh start appeals. Design/methodology/approach Drawing upon the consumption-based affect regulation principle, this paper investigates how sadness associated with mortality can elici...
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Purpose This study aims to empirically test the proposition that high narcissistic consumers are more likely to perform donation-related behavior, such as the intention to donate and to share the donation link, compared to low narcissistic consumers when the organization’s reputation is high. Built upon the evolutionary psychology theory, this stud...
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Charities have difficulty raising money to execute their plans, which are mainly focused on addressing social challenges. As a big proportion of donations come from individual consumers, understanding their different characteristics and psychological states is important. Power has a psychological quality that varies during everyday interactions and...
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Purpose Drawing upon the evolutionary psychology perspective, the current research aims to investigate the conditions under which power (high vs low) and emotion (pride vs gratitude) can influence consumers to purchase products for others via two fundamental motives (the signaling and affiliative motives). Design/methodology/approach Three experim...
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This research tests a theoretical model in which an emotional appeal (gratitude 'for having' vs. 'not having') is shown to increase consumers' awareness of food waste issues (consumer intentions, participation, and choice to receive information related to food waste issues.), depending on the associated congruent message framing (gain vs. loss).
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Purpose This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages. Design/methodology/approach Three experiments were conducted. Studies 1A and 1B establish the influenc...
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Prior research has established that online consumer reviews can have significant influences on the evaluations of a product or a service. In particular, studies show that negative (vs. positive) reviews lead to unfavorable evaluations because they heighten purchase risk. The present research seeks to examine a contextual cue that can alleviate this...
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Prior research has identified that consumers may judge similar unethical behaviors differently depending on the actor in such behaviors; a phenomenon called double standards. While some studies have examined why consumer double standards may occur, it is less clear how to mitigate their occurrence. The present study examines the role of different,...
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Nearly 50% of all Earths’ forests have been cleared and considering forests hold 80% of the world’s diversity, it is crucial to support efforts by non-profit organizations (NPO) and government to stop deforestation. Yet, NPOs combat in an increasingly competitive donation sphere, with only 3% of donations going to conservation and animal welfare NP...
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Consumer donation behavior includes the decision to donate and the amount donated. However, most previous work in this area implies that findings apply to both dimensions of the donation decision. The current research adopts an evolutionary psychology perspective to examine the role of two positive emotions – pride and gratitude – on the decision t...
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Purpose While luxury brands have increasingly pursued CSR activities such as corporate donations, this strategy may not be effective because there is an inherent mismatch between the concepts of “luxury” and CSR. The present research examines the effects of different types of donation strategies (frequency-focused vs. amount-focused). Design/metho...
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Food waste is a major burden on the planet due its effect on increased greenhouse gas emissions (from landfill and lost production) and issues associated with food security. To reduce the human propensity to waste food, behaviour change studies have mostly focused on cognitive aspects of selection and consumption. However, evidence suggests emotion...
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Full-text available
Purpose Prior research suggests that consumers can engage in moral decoupling by separating their judgments of morality from their judgments of performance. Hence, they might rationalize the benefits of unethical behavior without condoning the behavior itself. This paper aims to study how a discrete positive emotion, such as authentic pride, can mi...
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Prior research has demonstrated how negative emotions influence negative word-of-mouth (NWOM). However, what if there exist certain positive emotions that influence consumers to spread NWOM? This research develops and tests a novel prediction that shows how a discrete positive emotion – hubristic pride – can increase intention to engage in NWOM fol...
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Despite the tremendous growth of Airbnb, various media have reported ethical misconduct occurring within the Airbnb context by both hosts and users. The current research seeks to examine the interactive effects of power (high vs. low) and psychological distance (close vs. distant) to explain individual tolerance of unethical behavior across two exp...
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People buy counterfeit luxury goods for a range of reasons, including status and belonging. Previous research has shown these stem from an individual's value-expressive or social-adjustive attitudes. However, there appears to be limited research identifying a clear causal relationship between these and intention to purchase counterfeit goods, or ho...
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The present research studies when and how consumers might react differently to a charity showing a positive change from a negative past reputation (a ‘bad-to-good’ reputation), as compared to a charity that consistently maintains a positive reputation (an ‘always-good’ reputation). Across three studies examining the context of donating (Studies 1 a...
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Purpose This paper aims to investigate how to improve the effectiveness of charitable advertising by matching emotional appeal (happy-faced vs sad-faced beneficiary) and message framing (recognition vs request) within advertising messages. Design/methodology/approach Two experiments examining real donation allocations were conducted. Study 1 estab...
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This research investigates the role of emotion and message framing in stemming plastic consumption. Across three experimental studies examining consumer intentions, participation, and product choice, this research demonstrates that an image depicting plastic waste (vs. victims of plastic waste) elicits disgust (vs. sadness). Building on construal l...
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Prior research in charitable giving and prosocial behavior has identified that demographic and psychological factors can influence consumer intentions to donate. However, such research has mostly examined the net effects of such factors. The current research aims to address this important issue by employing fuzzy-set qualitative comparative analysi...
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Past research has shown the significant role of emotional appeals in charitable advertising. Most studies in this area have examined the effects of negative emotions, but it is less clear when and how positive emotions can also be effective in encouraging donation allocations. Across two experimental studies, the present research demonstrates that...
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Firms typically utilize loyalty programs to encourage repeat purchases. In particular, frequency reward programs and customer tier programs are the two predominant loyalty program structures. However, there is little insight on the conditions under which these loyalty program structures can be more effective. This research investigates how differen...
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Prior research has mostly examined the antecedents and impacts of purchasing counterfeits. However, there is little understanding of how marketers can mitigate this potential issue. The current research examines how gain versus loss message framing in an anti-counterfeit ad can be effective in persuading consumers with different political ideology...
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While prior research has examined the importance of organic food and the reasons why consumers might purchase it, how marketers can develop effective advertising strategies to promote organic food remains unclear. Drawing upon construal level theory, the present research investigates the role of visual imagery (illustrations vs. photographs) and ad...
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This study examines how depictions of gender and sexuality influence consumer attitudes. The findings demonstrate an individual's political ideology determines their emotional response (disgust) to such advertisements and that it is the resulting emotional response and attitude to the advertisement that act as causal mechanisms responsible for prod...