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Felipe M. Affonso

PhD Student in Marketing

(352) 392-0161



Felipe M. Affonso is a 5th year Ph.D. Candidate in Marketing at the Warrington College of Business, University of Florida. His research interests include visual design and aesthetics, consumer goal pursuit, consumer inference-making, and the behavioral immune system.

His research has been published in the Journal of Marketing, Journal of Consumer Psychology, and Psychology & Marketing, and has been presented at the ACR, SCP, and AMA conferences. Chris Janiszewski is his dissertation committee chair.


  • MSc, University of Sao Paulo, 2018

Research Interests

  • Consumer Goal Pursuit
  • Motivation and Self-Regulation
  • Behavioral Decision Theory
Last 3 years

Courses Taught

  • Prob/Meth Market Mana (MAR5806)
Last 5 years

Journal Article Publications

  • The Structure of a Product, Retail Environment, and Brand Logo Can Affect Judgments of Value
    Status: Accepted
    Journal: Journal of Marketing
    Accepted Year: 2022
    Authors: Felipe Affonso, Chris Janiszewski

Contact Details

University of Florida
Warrington College of Business
Marketing Department
Stuzin Hall 255A

(352) 392-0161