Photo of Peter Broeder
  • Warandelaan 2, Dante Building, room D 402

    5037 AB Tilburg


Accepting PhD Students

1982 …2022

Research output per year

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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

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Research Output

Colour in online advertising: Going for trust, which blue is a must?

Broeder, P. & Snijder, H., 2019, In : Marketing from Information to Decision Journal. 2, 1, p. 5-15 11 p.

Research output: Contribution to journalArticleScientificpeer-review

Open Access
  • Persuasive colours in e-commerce: A cross-cultural perspective

    Broeder, P. & van Wijk, C., 2019. 1 p.

    Research output: Contribution to conferenceAbstractScientificpeer-review

  • Self-disclosure and trust on Airbnb: a cross-cultural perspective

    Broeder, P. & Crijns, K., 2019, Storytelling across platforms: Managing corporate and marketing communications from a storytelling perspective. Zimand-Sheiner, D. & Strovsky, D. (eds.). Ariel: Ariel University, p. 160-171 12 p.

    Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

    Open Access
  • The cross-cultural impact of the ingenuine smiling celebrity in online advertising

    Broeder, P. & Goorden, D., 2019, In : Tourism and Management Studies . 15, 4, p. 27-34 9 p.

    Research output: Contribution to journalArticleScientificpeer-review

    Open Access
  • 20 Downloads (Pure)

    When friends recommend: Online purchasing behavior of Russian and Dutch people when prompted by recommendations from Facebook friends

    Broeder, P. & van Hout, A., 2019, In : Russian Journal of Communication. 11, p. 1-13 13 p.

    Research output: Contribution to journalArticleScientificpeer-review

    Open Access
  • 36 Downloads (Pure)