Welcome to Marieke de Mooij's homepage

Marieke de Mooij Ph.D. (Netherlands), Doctor in Communications, is a retired professor of international advertising at the University of Navarre (Spain), a consultant in cross cultural communications, and has been visiting professor at various universities around the world. She is the author of several publications on the influence of culture on marketing and advertising and communications. Her book Global Marketing and Advertising, Understanding Cultural Paradoxes (sixth edition, 2022), Sage Publications (UK) is used by practitioners and universities worldwide. A more specialized book is Consumer Behavior and Culture. Consequences for Global Marketing and Advertising (third edition, 2019), Sage Publications (UK). A book on communication theory around the world is published by Springer International (2014): Human and Mediated Communication around the World. A Comprehensive Review and Analysis..

My research focuses on the influence of culture on communication, consumer behavior and advertising. Consumers worldwide are not the same, and the differences in consumer behavior and communication between countries remain the same or increase. Cultural values are reflected in consumption, in communication and in media usage and in many domains of life consumer behavior across cultures is diverging instead of converging. This was one of the findings of my doctoral work of 2001 and has been confirmed by my later research. My dissertation titled Convergence and Divergence in Consumer Behavior. Consequences for Global Marketing and Advertising can be downloaded from the list of publications on this website. You can download it here.

My findings are integrated in three books and several articles. The latter can all be downloaded from the Articles page in this website. The books are used as textbooks at universities worldwide. The most recent one is the one titled Global Marketing and Advertising published in 2022. To professors who use the sixth edition of Global Marketing and Advertising or the third edition of Consumer Behavior and Culture as required text, Sage Publications offers a companion website with teaching materials: the original TV commercials and color print ads, used as illustrations in the book and other teaching aids.

Global Marketing and Advertising.
Understanding Cultural Paradoxes 6th.
Published 2022.

Consumer Behavior and Culture
Consequences for Global Marketing and Advertising 3rd.
Published 2019.

Human and Mediated Communication around the World. A Comprehensive Review and Analysis.

Published 2014

The book Human and Mediated Communication around the World offers a comprehensive review and analysis of human communication and mediated communication around the world. It challenges the assumption that Western theories of human communication and mass communication have universal applicability. The book covers the influence of culture on interpersonal communication, mediated communication and mass communication. It presents communication theories from around the world, incorporating a vast body of literature from North America, Europe, Asia, Africa and Latin America. It also offers an integrated approach to understanding the working of electronic means of communication that are hybrid media combining human and mediated communication.


List of Publications    |    Articles

Westerenban 44
4328 HE Burgh Haamstede
The Netherlands
mail: mooij at mariekedemooij.com