Who We Are
Eugene Chan, PhD
Founder & Principal Strategist
Eugene is a behavioral scientist whose work focuses on the moments when customers are uncertain, skeptical, or under scrutiny, translating insights from consumer psychology into practical strategies that strengthen confidence, reduce friction, and improve adoption across products, services, and communication.
As both a scholar and practitioner, he bridges rigorous research with real‑world application. His academic work, published in Financial Times Top 50 journals, examines how people evaluate claims, judge credibility, and respond to messages in high‑stakes contexts. In his advisory work, he guides organizations through trust‑critical challenges by designing clearer communication, improving customer experience, and navigating crises where reputation and clarity matter most.
His expertise is frequently sought by global media for his ability to explain how people think and decide under pressure. He has appeared on the Australian Broadcasting Corporation as well as the Canadian Broadcasting Corporation, while his work has been covered media outlets such as by Australian Financial Review, Boston Globe, Globe and Mail, Men’s Health, New Scientist, Pacific Standard, Sydney Morning Herald, Toronto Star, and Wall Street Journal. He has authored multiple books on brand resilience and crisis communication, and his insights inform leaders across industries facing complex behavioral and reputational risks.
Academic Credentials
PhD in Management, University of Toronto
MA in Social Psychology, University of Chicago
AB in Psychology, University of Michigan
Academic Employment
Full Professor & Van Norman Chair of Business, Tyndale University
Associate Professor of Marketing Management, Toronto Metropolitan University
Associate Professor of Consumer Science, Purdue University
Senior Lecturer in Marketing, Monash University
Lecturer in Marketing, University of Technology Sydney
Books & publications.
-
Consumer Behaviour: Asia-Pacific Edition
CENGAGE LEARNING, 2024
Co-authored with Wayne Hoyer, Deborah MacInnis, Rik Pieters, and Gavin Northey, this textbook adapts leading consumer behavior theory to the Australia and New Zealand context. Combining academic research with regional case studies and contemporary marketing examples, it explores the psychological, cultural, and technological factors shaping consumer decision-making while bridging behavioral science with real-world marketing practice.
-
Consumer Behavior in Practice: Strategic Insights for the Modern Marketer
PALGRAVE MACMILLAN, 2024
Consumer Behavior in Practice bridges behavioral science and real-world marketing by demonstrating how consumer behavior theory can be applied to contemporary business challenges. Covering topics such as advertising, pricing, brand loyalty, digital marketing, sustainability, and brand crises, the book combines evidence-based research with practical examples to help readers better understand consumer decision-making and develop more effective marketing strategies.
-
Managing Brand Crises: A Guide to Navigating the Storm
BUSINESS EXPERT PRESS, 2025
Managing Brand Crises: A Guide to Navigating the Storm provides a practical framework for anticipating, managing, and recovering from brand crises in today's fast-moving digital environment. Combining behavioral science, strategic communication, and real-world examples, the book helps marketers and business leaders understand consumer reactions, protect brand trust, and transform crises into opportunities to strengthen long-term reputation.
“The most effective strategies are built on an understanding of human behaviour. My role is not simply to solve organizational and marketing challenges, but to uncover the psychological forces driving them—transforming behavioral insights into practical, evidence-based solutions.”
— Eugene Chan, Founder & Principal Strategist
Meet our Behavioral Expert Panel members.
-
Joowon Park, PhD
Marketing Professor
UNIVERSITY OF UTAHDr. Joowon Park is an Assistant Professor of Marketing at the David Eccles School of Business, University of Utah. His research examines how psychological processes influence consumer judgment and decision-making, with a particular focus on financial decisions, payment methods, emotions, numerical cognition, and prosocial behaviour. His work has been published in leading marketing and consumer research journals and combines rigorous behavioral science with practical insights for business and public policy.
-
Felix Septianto, PhD
Co-Founder
ACCURMENTDr. Felix Septianto is a Co-Founder of Accurment and an Associate Professor of Marketing at the University of Queensland whose research explores how emotions and psychological processes influence consumer judgment, decision-making, and behavior. His work spans consumer psychology, sustainability, branding, charitable giving, and digital marketing, with a focus on translating behavioral science into practical insights for marketers and organizations. His research has been widely published in leading journals and recognized with several prestigious early-career research awards.
-
Billy Sung, PhD
Co-FOUNDER
ACCURMENTDr. Billy Sung is a Co-Founder of Accurment and Professor of Marketing at Curtin University and a leading researcher in consumer psychology, neuroscience, and neuromarketing. His work examines how consumers think, feel, and behave by combining behavioral science with innovative research methods such as eye tracking, biometric measurement, and psychophysiological techniques. His research explores topics including advertising effectiveness, consumer engagement, brand perceptions, luxury branding, human–technology interaction, and decision-making, with a focus on translating scientific insights into practical marketing applications.