Marieke de Mooij

Author, Researcher and International Expert on Cross-Cultural Communication, Consumer Behavior and Global Marketing

Marieke de Mooij Ph.D. (Netherlands), Doctor in Communications, is a retired professor of international advertising.

Marieke de Mooij Ph.D. (Netherlands), Doctor in Communications, is a retired professor of international advertising at the University of Navarre (Spain), a consultant in cross cultural communications, and has been visiting professor at various universities around the world. She is the author of several publications on the influence of culture on marketing and advertising and communications. Her book Global Marketing and Advertising, Understanding Cultural Paradoxes (sixth edition, 2022), Sage Publications (UK) is used by practitioners and universities worldwide. A more specialized book is Consumer Behavior and Culture. Consequences for Global Marketing and Advertising (third edition, 2019), Sage Publications (UK). A book on communication theory around the world is published by Springer International (2014): Human and Mediated Communication around the World. A Comprehensive Review and Analysis..

My research focuses on the influence of culture on communication, consumer behavior and advertising. Consumers worldwide are not the same, and the differences in consumer behavior and communication between countries remain the same or increase. Cultural values are reflected in consumption, in communication and in media usage and in many domains of life consumer behavior across cultures is diverging instead of converging. This was one of the findings of my doctoral work of 2001 and has been confirmed by my later research. My dissertation titled Convergence and Divergence in Consumer Behavior. Consequences for Global Marketing and Advertising can be downloaded from the list of publications on this website. You can download it here.

My findings are integrated in three books and several articles. The latter can all be downloaded from the Articles page in this website. The books are used as textbooks at universities worldwide. The most recent one is the one titled Global Marketing and Advertising published in 2022. To professors who use the sixth edition of Global Marketing and Advertising or the third edition of Consumer Behavior and Culture as required text, Sage Publications offers a companion website with teaching materials: the original TV commercials and color print ads, used as illustrations in the book and other teaching aids.


Global Marketing and Advertising.
Understanding Cultural Paradoxes 6th.
Published 2022.

The book Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

 

Consumer Behavior and Culture
Consequences for Global Marketing and Advertising 3rd.
Published 2019.

The book Marieke de Mooij’s new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption – what people buy, why they buy it and how they buy. This edition has been updated to include: An insight into the different roles of the internet and the growing influence of social media An exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception and information processing Updated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures

 


Human and Mediated Communication around the World. A Comprehensive Review and Analysis.

Published 2014

The book Human and Mediated Communication around the World offers a comprehensive review and analysis of human communication and mediated communication around the world. It challenges the assumption that Western theories of human communication and mass communication have universal applicability. The book covers the influence of culture on interpersonal communication, mediated communication and mass communication. It presents communication theories from around the world, incorporating a vast body of literature from North America, Europe, Asia, Africa and Latin America. It also offers an integrated approach to understanding the working of electronic means of communication that are hybrid media combining human and mediated communication.

 

List of Publications    |    Articles

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mail: mooij@mariekedemooij.com