Department of Marketing

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?