1982 …2022

Research activity per year

If you made any changes in Pure these will be visible here soon.

Personal profile

Research interests

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).

Current courses

Click here for my courses.

External positions

Webshop Scuba gear (ISP Shop Dive Action)

1 Oct 1999 → …


  • Information And Communication Technology In Education
  • Portfolio Theory
  • Language And Minorities
  • Intercultural Management
  • Marketing Communication
  • Language Acquisition
  • Multicultural Society
  • Multicultural City
  • Marketing
  • Internet
  • Asia
  • Online Shopping
  • Intercultural Communication
  • E-Learning
  • Language Technology
  • Cultural Differences
  • Social Media
  • E-Commerce
  • Psycholinguistics
  • Consumer Behaviour
  • Multilingualism
  • Marketing Models


Dive into the research topics where Peter Broeder is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
  • 1 Similar Profiles