How culture drives cross-cultural advertising effectiveness: An interview with Dr Marieke de Mooij

Author's Biography

Marieke De Mooij was born in 1943 and studied English literature at the University of Amsterdam and textile engineering in Enschede, the Netherlands. She received her PhD at the University of Navarre in Spain, in the Department of Communication. Marieke was advertising manager for an international company, account executive at an international advertising agency, was a director at the Dutch Institute for Professional Advertising Education and director of education of the International Advertising Association. She has worked on the application of the Hofstede model to consumer behaviour and advertising since 1990. She is a consultant in cross-cultural communications and advises both companies and advertising agencies on international branding and advertising. Marieke has taught at universities worldwide. She has published several academic articles on culture and consumer behaviour. Her books ‘Global Marketing and Advertising’ (4th edn, 2014) and ‘Consumer Behavior and Culture’ (2nd edn, 2011), both published by Sage Publications, are used at universities worldwide. Her book ‘Human and Mediated Communication around the World’ (2014) was published by Springer International.

Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading US non-profit, non-partisan multicultural marketing research think tank and data science accelerator dedicated to increasing the representation of women, and ethnic and racial minorities in the USA. Dr Beniflah is the founder and editor-in-chief of the Journal of Cultural Marketing Strategy and author of ‘The Big Shift: Redefining Marketing in a Multicultural America’. He has a doctorate in business administration from Golden Gate University.