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Marieke de Mooij

Marieke de Mooij
Independent Researcher

PhD

About

33
Publications
122,180
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3,402
Citations

Publications

Publications (33)
Article
Full-text available
Purpose The purpose of this paper is to respond to the essay by Cleveland and Bartsch in this issue. The paper also aims to counter argue the various drivers of global consumer culture (GCC). Design/methodology/approach Based on many findings from the study of consumer behavior, the assumed drivers of GCC are discussed and a suggestion for new r...
Article
Full-text available
Purpose The purpose of this paper is to find consumption-related similarities and differences between the three major dimensional models of national culture, to help researchers select specific models or dimensions for their cross-cultural studies. Design/methodology/approach First, a review of the theoretical background of cultural values and thr...
Article
Full-text available
This study examined the differences in cultural values of ethnic groups within one nation following Hofstede's methodology. The key finding points to the convergence of cultural values of ethnic groups in the United States?with different degrees of convergence across groups. The results of this study may be surprising to the US business practitione...
Article
Full-text available
Purpose – The purpose of this paper is to shed light on the discussion of cross-cultural research, in particular the use of dimensions of national culture, for international marketing. Design/methodology/approach – Discuss definitions of values and culture, analyze cultural models as to purpose and design and applications of models to internationa...
Chapter
The worldviews that are at the basis of communication are related to the concept of self which varies between being a person as an autonomous, independent entity, and an interdependent entity who is part of an encompassing social relationship. This influences views of concepts such as personality, identity, and image. Variations in personhood and t...
Chapter
Communication includes many human activities, such as speaking, listening, reading, writing, viewing, and creating images. Human communication is shaped by our self-conceptions in interpersonal relationships and our roles in society that are based on cultural conventions. The origin of Western communication theory is based on the theory of rhetoric...
Chapter
As yet no communication theory has been developed for sub-Saharan Africa and the Arab world, but literature by African philosophers about African culture and Arab–Islamic philosophy explains communication behavior. Sub-Saharan African worldview is based on the concept of Ubuntu that includes concepts like humanity, affection, and caring. The basic...
Chapter
Both in human and mediated communication, differences can be recognized with respect to orality and literacy. These differences can be recognized in communication styles, literary genres, and electronic communication. The mass media vary with respect to literacy and orality in design and content. The need to understand the difference between oralit...
Chapter
Theories of mass communication effects are roughly distinguished between direct effects as in stimulus–response theories and limited effects that take more communication variables into account, for example, the two-step flow of communication. Examples of theories of indirect media influences are the uses and gratifications approach, agenda-setting...
Chapter
For understanding the manifestations or artifacts of culture, the underlying values must be understood. Different layers of culture must be distinguished, from individual- to group- to national level. For comparing communication and media around the world data at national level are used that can be compared with different value orientations of peop...
Chapter
The more people share cultural values, the more they appreciate each others’ communication products as to genre and style. This applies to literature, film, TV productions, and popular music. How people behave in literature and film reflects cultural values. American soap operas and Latin American telenovelas are better appreciated in countries of...
Article
Full-text available
Translating advertising copy is like painting the tip of an iceberg. What you see are the words, but there is a lot behind the words that must be understood to transfer advertising from one culture to another. This paper demonstrates that consumer behaviour and the way consumers communicate are heavily dependent on their cultural values. For advert...
Book
This book is unique in the sense that it offers a comprehensive review and analysis of human communication and mediated communication around the world. This is one of the first attempts to do so in a systematic, comprehensive way. It challenges the assumption that Western theories of human communication and mass communication have universal applica...
Chapter
Asian communication theory is being developed by observing and analyzing Asian commonality and complexity through Asian languages and philosophical traditions or worldviews such as Confucianism, Buddhism, and Hinduism. In the Confucian model of communication, the purpose is to adhere to and sustain the moral order of the human community. A Buddhist...
Chapter
Differences in human communication, such as orality and literacy, are reflected in media usage. Cultural dimensions can also explain variation. Newspaper readership varies with wealth and power distance. Heavy TV viewing is found in less wealthy countries. There are even stronger differences in usage of hybrid media such as the mobile phone and the...
Chapter
Communication theory in Europe and the Americas is mostly concerned with the influence of the media on society, the production of messages, and the so-called culture industry. These theories are influenced by what can be summarized as a Western worldview. European and North American tradition distinguishes two main schools of communication studies:...
Chapter
Behavior change communication concerns strategies to change attitudes and consequently behavior. It covers political communication, health communication, development communication, propaganda, advertising, public communication, including public affairs, public information, and public relations. Forms of behavior change communication that most invol...
Chapter
The mass media and journalists do not operate in a vacuum; they are part of the social environment. With varying political systems and involvement of publics, the role of media, media systems, and journalism varies. Media systems can be compared by degree of state and commercial influences, degree of press freedom, state or commercial censorship, o...
Article
Full-text available
Traditional word of mouth (WOM) involves personal communications among family, friends, and others. Today, social media sites like Facebook offer the possibility of electronic word of mouth (eWOM), a mediated form of WOM. Little is known about the best way for marketers to use social media. Even less is known about international differences in cons...
Article
Full-text available
Traditional word of mouth (WOM) involves personal communications among family, friends, and others. Today, social media sites like Facebook offer the possibility of eWOM, a mediated form of WOM. Little is known about the best way for marketers to use social media. Even less is known about international differences in consumer usage of social media...
Article
Full-text available
Purpose – The purpose of this paper is to respond to the article by Brewer and Venaik (IMR 29,6). The paper also aims to show fundamental differences between the Hofstede and GLOBE models of national culture, and their relevance to marketing. Design/methodology/approach – Based on experience in the study of consumer behavior, a critical analysis o...
Article
Full-text available
Most aspects of consumer behavior are culture-bound. This article reviews the cultural relationships with the self, personality, and attitude, which are the basis of consumer behavior models and branding and advertising strategies. The Hofstede model is used to explain variance. Other consumer behavior aspects reviewed are motivation and emotions,...
Article
Full-text available
The purpose of this article is to examine the relationship between Internet shopping and national cultural differences, controlling for financial variables. Prior research suggested convergence of technology but continued divergence of usage and ownership of various product categories across countries, with culture being a stable predictor variable...
Article
Full-text available
- keting and advertising. Many recent studies point at the necessity of adapting branding and advertising strategies to the culture of the consumer. In order to understand cultural differences, several models have been developed of which the Hofstede model is the most used. This article describes elements of this model that are most relevant to bra...
Article
Full-text available
Translating advertising copy is like painting the tip of an iceberg. What you see are the words, but there is a lot behind the words that must be understood to transfer advertising from one culture to another. This paper demonstrates that consumer behaviour and the way consumers communicate are heavily dependent on their cultural values. For advert...
Article
Full-text available
One aspect of globalisation is the convergence of income, media and technology, which in turn is expected to lead to homogeneous consumer behaviour. This convergence thesis is increasingly questioned. With converging national wealth there still is substantial variation of consumer behaviour across nations, which is not disappearing. Variation is fo...
Chapter
Full-text available
The spread of technology across the world, part of the globalisation process, is often linked with the convergence hypothesis: countries and their inhabitants are assumed to become similar in their systems and behaviour. In the developed world, nations are indeed converging with respect to income and demographics, worldwide they are not. There is i...
Article
Full-text available
Converging technology and disappearing income differences across countries will not lead to homogenization of consumer behavior. Rather, consumer behavior will become more heterogeneous because of cultural differences. As consumer incomes converge across countries, the manifestation of value differences will become stronger. This phenomenon makes i...
Chapter
For an understanding of advertising worldwide, one needs to look at patterns worldwide and at national or regional developments. This chapter analyses the worldwide advertising landscape and compares countries with respect to media and advertising styles from a cultural perspective. The first analysis of the advertising landscape worldwide is a com...
Article
Full-text available
Discusses the globalisation of markets and questions the assumption that economic development would result in the converging needs of consumers and standardisation of marketing and advertising. Claims that consumers’ values are strongly rooted in history and tradition and that with the convergence of incomes, people have more freedom to express the...

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