Department of Marketing

Cross-Cultural Marketing

In this research area we investigate whether international businesses can standardize their marketing performance or whether they should adapt it to the respected culture of the target country. Therefore, we examine among other things whether consumer behavior models can be transferred from one culture to another.

What are the core questions of the Marketing Department?

We pursue for example the question: Which impact does the cultural background have on the effect of humor in advertisements? Further, the Marketing Department has special attention to following topics:

  • Intercultural consumer behavior
    e. g. is there need to adapt consumer behavior models to the specific cultural circumstances or are these models universally valid
  • Equivalence and response tendencies:
    e. g. which special methodological problems need to be faced with cross-cultural comparative studies?
  • Accent and dialect research:
    e. g. how do accents or dialects of advertisement speakers affect the advertising impact and success?
  • Consumer animosity and Country-of-Origin effect:
    e. g. what is the impact of the origin of a product on the cognitive and affective evaluation?

Are there recent articles from the Marketing Department?

Krautz, C.; Hoffmann, S.; Mai, R. (2014). Konsumentenanimosität: State of the Art und Entwicklung eines kontextsensitiven Erklärungsansatzes, Management Review Quarterly (forthcoming).

Mai, R.; Hoffmann, S. (2014). Accents in Business Communication: An Integrative Model and Propositions for Future Research, Journal of Consumer Psychology. (forthcoming)

Hoffmann, S.; Mai, R.; Cristescu, A. (2013). Do Culture-Dependent Response Styles Distort Substantial Relationships?, International Business Review. (forthcoming).

Hoffmann, S.; Fischer, S.; Schwarz, U.; Mai, R. (2013). State of the Art der Forschung zum Interkulturellen Konsumentenverhalten. Eine Analyse der Literatur von 2005 bis 2010, Journal für Betriebswirtschaft - Management Review Quarterly, 63 (1), 45-86.

Hoffmann, S.. Home Country Bias in the Moral Obligation to Boycott Offshoring Companies, Journal of Marketing Theory and Practice. (forthcoming).

Hoffmann, S.. Does National Culture Impact Consumer Boycott Prevalence? A Multi-Country Study, European Journal of International Management, 6 (5). (forthcoming).

Hoffmann, S. (2011). Anti-Consumption as a Means of Saving Jobs, European Journal of Marketing, 45 (11/12), 1702-1714.

Müller, S.; Hoffmann, S.; Schwarz, U.; Gelbrich, K. (2012). The Effectiveness of Humor in Cross-Cultural Advertising, Journal of Euromarketing, 20 (1/2).

Mai, R.; Hoffmann, S. (2011). Four Positive Effects of a Salesperson’s Regional Dialect in Personal Selling, Journal of Service Research, 14 (4), 423-437.

Mai, R.; Hintermeier , J. (2011): Regionaler Dialekt in kommerziellen Interaktionen: Vorteil oder Nachteil für Mitarbeiter mit direktem Kundenkontakt?, International Journal of Marketing , 50 (4), 219-232.

Hoffmann, S.; Mai, R.; Smirnova, M. (2011). Development and Validation of a Cross-nationally Stable Scale of Consumer Animosity, Journal of Marketing Theory & Practice, 19 (2), 235-252.

Mai, R. (2011): Der Herkunftslandeffekt: Eine kritische Würdigung des State of the Art, Journal für Betriebswirtschaft, 61 (2), 91-121.

Müller, S.; Hoffmann, S. (2010). Internationale Markennamen: Die Standardisierungs-/Differenzierungsentscheidung anhand linguistischer Kriterien, International Journal of Marketing, 49 (1), 43-51.

Mai, R.; Hoffmann, S. (2010). Die Wirkung von Akzent und Dialekt in der internen und externen Kommunikation: Stand der betriebswirtschaftlich orientierten Forschung und Forschungsdirektiven, Journal für Betriebswirtschaft, 60 (4), 241-268.

Hoffmann, S.; Müller, S. (2009). Consumer Boycotts Due to Factory Relocation, Journal of Business Research, 62 (2), 239-247.

Soyez, K.; Hoffmann, S.; Wünschmann, S.; Gelbrich, K. (2009). Pro-environmental Value Orientation across Cultures. Development of a German and Russian Scale, Social Psychology, 40 (4), 222-233.

Mai, R.; Hoffmann, S.; Müller, S. (2009). Die asymmetrische Wirkung eines Akzents in der Werbung, Marketing – Zeitschrift für Forschung & Praxis, 31(4), 255-265.

Schwarz, U.; Hoffmann, S. (2009). Wer lacht über humorvolle Werbung? - Der Einfluss von Kultur und Geschlecht, transfer - Werbeforschung & Praxis, 55 (2), 19-30.

Hoffmann, S.; Wittig, K. (2007). Adaptation of Advertisement Campaigns to Foreign Markets. A Content Analysis, Journal of European Economy, 6 (2), 128-150.

Müller, S.; Wünschmann, S.; Wittig, K.; Hoffmann, S. (2007). Umweltbewusstes Konsumentenverhalten im interkulturellen Vergleich: Ein Beitrag zum Interkulturellen Marketing, Göttingen.

What are the reading suggestions of the Marketing Department?

For an introduction into the topic of intercultural marketing we suggest following publications:

- Hoffmann, S.; Fischer, S.; Schwarz, U.; Mai, R. (2013). State of the Art der Forschung zum Interkulturellen Konsumentenverhalten. Eine Analyse der Literatur von 2005 bis 2010, Journal für Betriebswirtschaft - Management Review Quarterly, 63 (1), 45-86.

- Müller, S.; Gelbrich, K. (2014): Interkulturelle Kommunikation. München: Vahlen.

- Müller, S.; Gelbrich, K. (2004): Interkulturelles Marketing. München: Vahlen.

Additional helpful sources can be found here.