Felix Septianto
Biographic Data
| ID | 1654339 |
|---|---|
| NAME | Felix Septianto |
| GIVEN NAMES | Felix |
| FAMILY NAME | Septianto |
| SIGNATURE | SEPTIANTO F |
| AFFILIATIONS | The University of Queensland |
| ORCID | 0000-0002-7487-761X |
| VERIFIED | Yes |
| TOTAL WORKS | 25 |
| TOTAL CITATIONS | 15 |
| WORKS AS AUTHOR | 25 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 3 |
Effective Awe-Inspiring Visual Content Strategy for Social Media Engagement with Ethical Fashion Brands
The Moderating Role of Intrinsic and Quest Religiosity on the Effectiveness of Religious Appeals in Promoting Cultured Meat
In response to the environmental impacts of agricultural food production, alternative food sources have been developed over the past few decades. One of the latest innovations is ‘cultured meat.’ Despite offering an alternative to raising animals for meat, the idea of lab-grown meat has received a mixed response from religious consumers. Thus, the present research investigates the effect of using religious appeals in advertising on consumers’ int…
Don’t Humor Me! Customers’ Moral Perceptions Toward Companies’ Humorous Responses in Social Media Service Recovery
Past research has proposed humor as an innovative complement to recovery strategies in social media complaint handling, as it can bring benefits to the company, such as increased social media engagement from other customers. However, these studies focused on the perspective of customers who are not directly affected by service failures. The current research suggests that humorous recovery poses a dilemma as it may be perceived and responded to di…
Gratitude in Health Messages
This article suggests that evoking the positive emotion of gratitude, rather than fear, can be more effective in health messages. Specifically, the gratitude (vs. fear) effect emerges when health messages feature anthropomorphic cues. The authors tested predictions across three studies by examining dispositional, incidental, and integral emotions. Findings show that fear and gratitude can be effective emotion appeals in health advertising. Specif…
How profanity in influences perceived authenticity and perceived helpfulness of online reviews
While profanity may seem offensive, its prevalence within online reviews suggests it might be useful in influencing perceptions of the usefulness of online reviews. The present research investigates whether the presence (vs. absence) of profanity and high (vs. low) levels of review subjectivity jointly influence the perceived helpfulness of online reviews. In Study 1, we mined a large dataset of online reviews from Amazon across different product…
How Religiosity Affects Attitudes Toward Brands That Utilize LGBTQ-Themed Advertising
Advertising Meat Alternatives
Drawing upon regulatory fit theory, the current work investigates how the interaction between regulatory mode and positive emotion influences consumer social media engagement with meat alternative advertisements. Social media data (N = 966) are employed to explore the interaction between regulatory mode (from the text) and positive emotion (expressed via emoji) on sharing (Study 1). Three experimental studies (N = 1,359) were subsequently conduct…
Are emotions essential for consumer ethical decision‐making
This research examines the necessary condition of emotions in predicting consumer ethical decision‐making, using a new multiplicative method for identifying and measuring the necessary condition in data sets—Necessary Condition Analysis (NCA). Based on a sample of over four hundred individuals, and combining three different consumption scenarios involving ethical issues, our findings demonstrate that emotions are a necessary condition for consume…
Cultivating curiosity
Cultured foods have the potential to profoundly transform the food industry. However, most current research focuses on cultured meat, neglecting other cultured products and begging the question of whether different promotional approaches are suited for certain types of cultured food products than others. To bridge this knowledge gap, we carried out two studies to explore how product type (cultured meat vs. cultured fruit) and benefit type (ethica…
Age matters
Cultured meat shows great promise as a more sustainable alternative to conventional meat consumption. However, consumer acceptance of cultured meat remains a great challenge as studies indicate a general reluctance to adopt this product. Notably, while existing literature has provided various factors influencing consumer acceptance of cultured meat, there is a limited focus on the use of affective cues. The present research examines the impact of…
The role of conventional meat unnaturalness in cultured meat acceptance
The eventual reality of a cultured meat market is increasingly uncertain, primarily due to low consumer acceptance levels influenced by perceptions of unnaturalness towards cultured meat. Previous research has shown limited success in increasing acceptance through naturalness messages. In this research, we employ a counter-messaging strategy that highlights the unnaturalness of conventional meat and show that it is effective at increasing willing…
Meat’ the influencers
Cultured meat is a promising substitute for regular meat, but its introduction faces challenges and expected consumer resistance. While some studies investigate how communication strategies and advertising appeals can address these concerns, the role of social media influencers in promoting cultured meat adoption remains yet to be explored. Across two online experimental studies involving 752 participants recruited from Prolific, this research in…
Novel products and advertising visuals
Underpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on customers’ willingness to try a meat product and ascertain whether this relationship was mediated by…
Awe in Advertising
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 persuasiveness when the advertised product emphasizes desirability features and is perceived as tempo…
Leveraging Social Media Advertising to Foster Female Consumers’ Empowerment and Engagement
While prior research has gleaned important insight into consumers’ social media engagement, an important literature-based tension exists that warrants further attention. On the one hand, females are increasingly empowered (e.g., through their rising spending power). On the other hand, advertising-based gender stereotypes persist, thus limiting female consumers’ empowerment and decelerating advertising-based inclusion, equity, and diversity. Deplo…
What’s in a (First) Name? Personized Advertising Messages Enhance Consumer Perceived Ethicality
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 experimental studies, this research shows how personized advertising messages can increase CPE when c…
Challenging cultured meat naturalness perceptions
Cultured meat, produced through in vitro cultivation of animal cells, has emerged as a promising solution to environmental, health, and ethical issues resulting from conventional meat production. However, acceptance remains a crucial challenge, significantly influenced by perceptions of unnaturalness. Previous research has demonstrated the limited success of messaging strategies aimed at countering these perceptions. Across two experimental studi…
The interactive effects of moral identity and humor on advertising evaluations
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 with high (vs. low) levels of moral identity react more negatively to a humorous advertisement. Furt…
The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising
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 favorable evaluations when a warmth (competence) appeal is combined with a high (low) construal level…
The benefits and pitfalls of humblebragging in social media advertising
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 straightforward bragging. The present research seeks to examine the conditions under which humblebragging …
Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands
The Role of Authentic (vs. Hubristic) Pride in Leveraging the Effectiveness of Cost Transparency
Religious But Not Ethical
David and Goliath
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 show that micro-influencers (those who have 10,000 to 100,000 followers) are more persuasive than me…
LGBTQ Imagery in Advertising
Gender is many things to many people. It is at once uniting and divisive. Gender in advertising presents a range of opportunities for marketers but is linked inextricably to concepts of masculinity–femininity and sexuality and has the potential to create strong positive or negative responses from different audiences. Using an experimental methodology, this study examines how depictions of gender and sexuality combine to influence consumer attitud…
Challenging cultured meat naturalness perceptions
Cultured meat, produced through in vitro cultivation of animal cells, has emerged as a promising solution to environmental, health, and ethical issues resulting from conventional meat production. However, acceptance remains a crucial challenge, significantly influenced by perceptions of unnaturalness. Previous research has demonstrated the limited success of messaging strategies aimed at countering these perceptions. Across two experimental studi…
Age matters
Cultured meat shows great promise as a more sustainable alternative to conventional meat consumption. However, consumer acceptance of cultured meat remains a great challenge as studies indicate a general reluctance to adopt this product. Notably, while existing literature has provided various factors influencing consumer acceptance of cultured meat, there is a limited focus on the use of affective cues. The present research examines the impact of…
The role of conventional meat unnaturalness in cultured meat acceptance
The eventual reality of a cultured meat market is increasingly uncertain, primarily due to low consumer acceptance levels influenced by perceptions of unnaturalness towards cultured meat. Previous research has shown limited success in increasing acceptance through naturalness messages. In this research, we employ a counter-messaging strategy that highlights the unnaturalness of conventional meat and show that it is effective at increasing willing…
Meat’ the influencers
Cultured meat is a promising substitute for regular meat, but its introduction faces challenges and expected consumer resistance. While some studies investigate how communication strategies and advertising appeals can address these concerns, the role of social media influencers in promoting cultured meat adoption remains yet to be explored. Across two online experimental studies involving 752 participants recruited from Prolific, this research in…
Cultivating curiosity
Cultured foods have the potential to profoundly transform the food industry. However, most current research focuses on cultured meat, neglecting other cultured products and begging the question of whether different promotional approaches are suited for certain types of cultured food products than others. To bridge this knowledge gap, we carried out two studies to explore how product type (cultured meat vs. cultured fruit) and benefit type (ethica…
LGBTQ Imagery in Advertising
Gender is many things to many people. It is at once uniting and divisive. Gender in advertising presents a range of opportunities for marketers but is linked inextricably to concepts of masculinity–femininity and sexuality and has the potential to create strong positive or negative responses from different audiences. Using an experimental methodology, this study examines how depictions of gender and sexuality combine to influence consumer attitud…
The benefits and pitfalls of humblebragging in social media advertising
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 straightforward bragging. The present research seeks to examine the conditions under which humblebragging …
Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands
The Role of Authentic (vs. Hubristic) Pride in Leveraging the Effectiveness of Cost Transparency
Religious But Not Ethical
David and Goliath
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 show that micro-influencers (those who have 10,000 to 100,000 followers) are more persuasive than me…
The interactive effects of moral identity and humor on advertising evaluations
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 with high (vs. low) levels of moral identity react more negatively to a humorous advertisement. Furt…
The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising
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 favorable evaluations when a warmth (competence) appeal is combined with a high (low) construal level…
Novel products and advertising visuals
Underpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on customers’ willingness to try a meat product and ascertain whether this relationship was mediated by…
Awe in Advertising
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 persuasiveness when the advertised product emphasizes desirability features and is perceived as tempo…
Leveraging Social Media Advertising to Foster Female Consumers’ Empowerment and Engagement
While prior research has gleaned important insight into consumers’ social media engagement, an important literature-based tension exists that warrants further attention. On the one hand, females are increasingly empowered (e.g., through their rising spending power). On the other hand, advertising-based gender stereotypes persist, thus limiting female consumers’ empowerment and decelerating advertising-based inclusion, equity, and diversity. Deplo…
What’s in a (First) Name? Personized Advertising Messages Enhance Consumer Perceived Ethicality
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 experimental studies, this research shows how personized advertising messages can increase CPE when c…
Challenging cultured meat naturalness perceptions
Cultured meat, produced through in vitro cultivation of animal cells, has emerged as a promising solution to environmental, health, and ethical issues resulting from conventional meat production. However, acceptance remains a crucial challenge, significantly influenced by perceptions of unnaturalness. Previous research has demonstrated the limited success of messaging strategies aimed at countering these perceptions. Across two experimental studi…
How profanity in influences perceived authenticity and perceived helpfulness of online reviews
While profanity may seem offensive, its prevalence within online reviews suggests it might be useful in influencing perceptions of the usefulness of online reviews. The present research investigates whether the presence (vs. absence) of profanity and high (vs. low) levels of review subjectivity jointly influence the perceived helpfulness of online reviews. In Study 1, we mined a large dataset of online reviews from Amazon across different product…
How Religiosity Affects Attitudes Toward Brands That Utilize LGBTQ-Themed Advertising
Advertising Meat Alternatives
Drawing upon regulatory fit theory, the current work investigates how the interaction between regulatory mode and positive emotion influences consumer social media engagement with meat alternative advertisements. Social media data (N = 966) are employed to explore the interaction between regulatory mode (from the text) and positive emotion (expressed via emoji) on sharing (Study 1). Three experimental studies (N = 1,359) were subsequently conduct…
Are emotions essential for consumer ethical decision‐making
This research examines the necessary condition of emotions in predicting consumer ethical decision‐making, using a new multiplicative method for identifying and measuring the necessary condition in data sets—Necessary Condition Analysis (NCA). Based on a sample of over four hundred individuals, and combining three different consumption scenarios involving ethical issues, our findings demonstrate that emotions are a necessary condition for consume…
Cultivating curiosity
Cultured foods have the potential to profoundly transform the food industry. However, most current research focuses on cultured meat, neglecting other cultured products and begging the question of whether different promotional approaches are suited for certain types of cultured food products than others. To bridge this knowledge gap, we carried out two studies to explore how product type (cultured meat vs. cultured fruit) and benefit type (ethica…
Age matters
Cultured meat shows great promise as a more sustainable alternative to conventional meat consumption. However, consumer acceptance of cultured meat remains a great challenge as studies indicate a general reluctance to adopt this product. Notably, while existing literature has provided various factors influencing consumer acceptance of cultured meat, there is a limited focus on the use of affective cues. The present research examines the impact of…
The role of conventional meat unnaturalness in cultured meat acceptance
The eventual reality of a cultured meat market is increasingly uncertain, primarily due to low consumer acceptance levels influenced by perceptions of unnaturalness towards cultured meat. Previous research has shown limited success in increasing acceptance through naturalness messages. In this research, we employ a counter-messaging strategy that highlights the unnaturalness of conventional meat and show that it is effective at increasing willing…
Meat’ the influencers
Cultured meat is a promising substitute for regular meat, but its introduction faces challenges and expected consumer resistance. While some studies investigate how communication strategies and advertising appeals can address these concerns, the role of social media influencers in promoting cultured meat adoption remains yet to be explored. Across two online experimental studies involving 752 participants recruited from Prolific, this research in…
Effective Awe-Inspiring Visual Content Strategy for Social Media Engagement with Ethical Fashion Brands
The Moderating Role of Intrinsic and Quest Religiosity on the Effectiveness of Religious Appeals in Promoting Cultured Meat
In response to the environmental impacts of agricultural food production, alternative food sources have been developed over the past few decades. One of the latest innovations is ‘cultured meat.’ Despite offering an alternative to raising animals for meat, the idea of lab-grown meat has received a mixed response from religious consumers. Thus, the present research investigates the effect of using religious appeals in advertising on consumers’ int…
Don’t Humor Me! Customers’ Moral Perceptions Toward Companies’ Humorous Responses in Social Media Service Recovery
Past research has proposed humor as an innovative complement to recovery strategies in social media complaint handling, as it can bring benefits to the company, such as increased social media engagement from other customers. However, these studies focused on the perspective of customers who are not directly affected by service failures. The current research suggests that humorous recovery poses a dilemma as it may be perceived and responded to di…
Gratitude in Health Messages
This article suggests that evoking the positive emotion of gratitude, rather than fear, can be more effective in health messages. Specifically, the gratitude (vs. fear) effect emerges when health messages feature anthropomorphic cues. The authors tested predictions across three studies by examining dispositional, incidental, and integral emotions. Findings show that fear and gratitude can be effective emotion appeals in health advertising. Specif…
Psychology (22 works) · Social Psychology (20 works) · Business (18 works) · Consumer Behavior in Brand Consumption and Identification (16 works) · Advertising (15 works) · Marketing (10 works) · Political science (9 works) · Computer Science (8 works) · Digital Marketing and Social Media (7 works) · Psychology of Moral and Emotional Judgment (7 works)