Peter Broeder investigates social media in digital marketing communications and cultural differences in online persuasion of consumers.

He is author of numerous scientific publications on socio-psycholinguistic aspects of multilingualism, second language learning/teaching, language education policy, intercultural communication, teacher training, and recently, intercultural differences in online consumer behavior. These issues are addressed in Europe, South-Africa and China. He also has an extensive record in coordinating projects in these domains.

Cross-cultural persuasivity in online consumer behavior.

This project explores cultural differences in how to persuade online consumers from Europe and Asia. Dual-processing models for predicting human behavior (ELM, TPB) are used to investigate both web shop (seller) variables and consumer variables in both B2C-market and C2C-markets.

Getting on the Same Page.

Literacy in terms of reading and understanding texts is essential for school success. Stylistic choices are evaluated for their effects on the persuasiveness of a  text. These effects are studied in relation with characteristics of receiver (involvement), content (relevance), source (reputation), situation (depth of processing) and context (medium).

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