Jos Hornikx

Prof. Jos Hornikx is a Professor of International Business Communication at Radboud University Nijmegen. His research focuses on argumentation, persuasion, multilingualism, and cross-cultural communication in business contexts. He explores how language choice in advertising influences consumer behavior and cultural perceptions, with a particular interest in theoretical frameworks linking linguistic strategies to persuasive outcomes.

His work bridges communication theory and practical applications, emphasizing empirical validation of advertising strategies. Recent studies include analyzing foreign language use in advertising through three theoretical clusters (symbolism, psycholinguistics, accommodation) and critiquing methodological gaps in cross-cultural advertising research.

Key themes across his publications include cultural value adaptation in marketing, normative argument quality assessment, and the role of language in shaping international business communication. His research often employs meta-analyses and experimental designs to evaluate the effectiveness and limitations of cross-cultural communication strategies.

Notable collaborations include work with Helene Tenzer and Frank van Meurs on linguistic contributions to international business research. He advocates for methodological rigor in publishing, as highlighted in his 2024 article addressing systemic inequities in open-access publishing.