Associate Professor
Frank Mathmann
Faculty of Business & Law,
School of Advertising, Marketing & PR
Biography
Frank Mathmann is an Associate Professor at QUT and a visiting scholar at the Higgins Lab of Columbia University.He holds a PhD in marketing from the University of New South Wales. He has published his research in journals such as the Journal of Consumer Psychology, Journal of Retailing, and the Journal of Service Research.
His research focuses on consumer motivation on digital platforms and he actively recruits high-performing MPhil and PhD research students.
He also provides evidence-based consulting to the industry, which can be based on social media, surveys or experimental research, as well as literature reviews and expert advice. Previous projects included Mercedes Benz in Germany, major Australian retailers and energy companies.
Personal details
Positions
- Associate Professor
Faculty of Business & Law,
School of Advertising, Marketing & PR
Research field
Marketing
Field of Research code, Australian and New Zealand Standard Research Classification (ANZSRC), 2020
Qualifications
- PhD (University of New South Wales)
Teaching
Frank teaches Branding for the Real World as well as Brand Analytics and is uniquely focussed in creating employment opportunities for students.
Experience
Frank has successfully completed and contributed to a number of industry projects. Previous industry projects include:
- Reports on consumer loyalty in retail contexts
- Consumer research for new product development
- Eye-tracking research in the German car industry
Publications
Filter publications:
A complete list of publications is available at: https://www.qut.edu.au/about/our-people/academic-profiles/f.mathmann
Supervision
Current supervisions
- Engagement In the Context of Public Service Constraints
PhD, Associate Supervisor
Other supervisors: Professor Kevin Desouza - Examining the Effectiveness of Gifted Subscriptions on Promoting Individual Subscriptions and Sustained Engagement Behaviours
MPhil, Principal Supervisor
Other supervisors: Associate Professor Di Wang - Handmade versus machine-made: Examining the impact of production modes on consumer behaviour
PhD, Principal Supervisor
Other supervisors: Professor Gary Mortimer - How Industry 5.0 Shapes Myopic Marketing Management: The Role of CEO Decisions
PhD, Principal Supervisor
Other supervisors: Associate Professor Di Wang - How understanding pets as family members affects consumer social media engagement
PhD, Principal Supervisor
Other supervisors: Professor Brett Martin - Role of Warmth and Competence Cues in Enhancing Consumer Engagement with Food Advertising on Social Media
PhD, Associate Supervisor
Other supervisors: Associate Professor Di Wang - Silver Screen: Emotional Expression, Perceived Visual Age, and Audience Response to Elderly Livestreamers
PhD, Principal Supervisor
Other supervisors: Dr Thusyanthy Lavan
Completed supervisions (Doctorate)
- How Numerical Parity and Stereotype Dimensions Influence Consumer Decisions (2026)
- Sustainability in the age of big data: Predicting sustainable sales and engagement using automated text and video analysis (2026)
- Beyond the Dyad: Shifting Gears in Human-Robot Interaction Across Service Industries (2025)
- Green Gets the Gold: Regulatory Mode in Eco-Friendly Airbnb Listings and Alexa Reviews (2025)
- Knowledge Creation, Evolution and Disappearance: Exploring the Interplay of Emotions, Creativity and Academic Publishing in Knowledge Production (2025)
- Transparency and Responsibility in Information Dissemination: Institutional Roles and Practices (2025)
- How Regulatory Focus-Mode Fit Impacts Variety-Seeking (2022)
- Willing to wait for it or waste no time? How relationship status and cognitive rigidity affect waits for service delivery (2022)
Completed supervisions (Masters by Research)
- Act Your Age to Engage: Field Evidence on Parent vs. Brand Extension Virality Through Motivational Language (2023)
- How Embarrassment and Superstitiousness Affect Consumers' Superstitious Purchase Decision? (2022)
- License to Cheat: Does Farmers' Markets Patronage Influence Non-prosocial Behaviour? (2019)
- Cognitive Control, Choice, and Charity Donation (2018)
Supervision topics
The supervisions listed above are only a selection.