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

    5037 AB Tilburg


Accepting PhD Students

1985 …2018
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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.


  • 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

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

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language Social Sciences
foreign language Social Sciences
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multilingualism Social Sciences
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Research Output 1985 2018

Exclusivity in online targeted promotions: Cross-cultural preferences of consumers

Broeder, P. & Derksen, R. 2 Oct 2018 In : International Journal of Business and Emerging Markets. 10, 4, p. 396-408 13 p.

Research output: Contribution to journalArticleScientificpeer-review

Online markets
Online marketing
Online advertisement

Eye contact and trust online: The effect of profile pictures on Airbnb booking

Broeder, P. & Remers, E. 2018 The IEEE 12th International Conference on Application of Information and Communication Technologies / AICT 2018. p. 336-339 4 p.

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Online trust
Electronic commerce

Colour preference of online consumers: a cross-cultural perspective

Broeder, P. & Scherp, E. Dec 2017 In : Marketing from Information to Decision Journal. 1, 1, p. 53-62 11 p., 1

Research output: Contribution to journalArticleScientificpeer-review

Open Access
Online purchasing
Cultural differences

The use of English in Dutch text messages as a function of communicative constraints

Lettinga, A., van Wijk, C. & Broeder, P. 2017 In : Taal en Tongval: Tijdschrift voor taalvariatie. 69, 1, p. 71-87 17 p., 69,1

Research output: Contribution to journalArticleScientificpeer-review

Open Access
young adult
language behavior
social distance

Visual e-commerce: Cross-cultural differences between India and Europe

Broeder, P. & Rutten, J. 25 Sep 2017 In : Indian Journal of Research. 6, 9, p. 598-600 3 p., 6,9

Research output: Contribution to journalArticleScientificpeer-review

Open Access
Cross-cultural differences
Electronic commerce
World Wide Web

Projects 1996 2010

Languages and Cultures in the Utrecht neighbourhood Lombok/Transvaal

Aarssen, J., Broeder, P., Extra, G. & el Aissati, A.


Project: Research project

Multilingual cities projec

van der Avoird, M., Broeder, P., Extra, G., de Ruiter, J. J. & Yagmur, K.


Project: Research project

De behoefte aan OALT bij allochtone ouders van basisscholieren

van der Avoird, M. & Broeder, P.


Project: Research project