Chair of Marketing

Cross-cultural Marketing

Interkulturelles MarketingIn this research field of research, we analyze whether international companies should standardize their marketing activities or if they should adapt to the culture or peculiarities of the given target country. Among other issues, we investigate consumer behavior across different countries and (sub-)cultures.

What are the questions the department is dealing with?

For instance, we examine how the cultural imprint influences the impact of humor in advertising. In addition, the department’s scope is on the following topics:

  • Cross-cultural consumer behavior:
    e.g., is there a need to adjust models of consumer behavior to different cultures or are these models universal?
  • Equivalence and response tendencies:
    e.g., which methodological issues need to be considered in cross-cultural comparative studies?
  • Accent and dialect research:
    e.g., how do accents or dialects in business communication affect the perception and behavior of the customer?
  • Consumer animosity and country-of-origin effect:
    e.g., how does a product’s origin influence consumer’s cognitive and affective evaluations?

What are the department’s current publications?

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.