Gender and culturability

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Your site may be giving off the wrong psychological signals and causing potential customers to click away.

In this keynote presentation for Conversion Summit (Frankfurt 2013) Nathalie covers how gender and cultural differences impact your customers' online behaviours, and reveals winning tactics you can use on your website to change your message and convert more customers online.

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Gender and culturability

  1. 1. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. GENDER & CULTURABILITY IS YOUR WEBSITE ALIENATING HALF YOUR AUDIENCE?
  2. 2. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  GENDER 4  KEY TAKEAWAYS 5  Q & A @THEWEBPSYCH
  3. 3. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  GENDER 4  KEY TAKEAWAYS 5  Q & A @THEWEBPSYCH
  4. 4. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  GENDER 4  KEY TAKEAWAYS 5  Q & A @THEWEBPSYCH
  5. 5. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  GENDER 4  KEY TAKEAWAYS 5  Q & A @THEWEBPSYCH
  6. 6. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  GENDER 4  KEY TAKEAWAYS 5  Q & A @THEWEBPSYCH
  7. 7. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1 INTRODUCTION
  8. 8. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH
  9. 9. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WEB PSYCHOLOGY The empirical study of how online environments influence our attitudes and behaviours “ ”@THEWEBPSYCH
  10. 10. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics @THEWEBPSYCH
  11. 11. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL @THEWEBPSYCH
  12. 12. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 SECRETS TO ONLINE SUCCESS @THEWEBPSYCH
  13. 13. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH
  14. 14. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH
  15. 15. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH
  16. 16. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WHAT IS CULTURE?
  17. 17. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE A shared set of values that influence societal perceptions, attitudes, preferences, and responses “ - Robbins & Stylianou (2002) ”@THEWEBPSYCH
  18. 18. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. TRENDS …some broad global trends but the behaviour of consumers is increasingly variable as you go from country to country and region to region - Global Web Index (Aug 2011) [ ] @THEWEBPSYCH
  19. 19. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WHY IS CULTURE IMPORTANT ONLINE?
  20. 20. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. A GLOBAL PICTURE GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY GLOBAL INTERNET PENETRATION RATES RISING SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA) @THEWEBPSYCH
  21. 21. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. A GLOBAL PICTURE GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY GLOBAL INTERNET PENETRATION RATES RISING SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA) @THEWEBPSYCH
  22. 22. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. A GLOBAL PICTURE GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY GLOBAL INTERNET PENETRATION RATES RISING SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA) @THEWEBPSYCH
  23. 23. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC Different cultural groups employ different usage strategies when using the same interface [ ] @THEWEBPSYCH
  24. 24. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC 1  LANGUAGE 2  BODY POSITIONS 3  SOCIAL CONTEXTS 4  SYMBOLS 5  AESTHETICS @THEWEBPSYCH
  25. 25. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC 1  LANGUAGE 2  BODY POSITIONS 3  SOCIAL CONTEXTS 4  SYMBOLS 5  AESTHETICS @THEWEBPSYCH
  26. 26. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC 1  LANGUAGE 2  BODY POSITIONS 3  SOCIAL CONTEXTS 4  SYMBOLS 5  AESTHETICS @THEWEBPSYCH
  27. 27. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC 1  LANGUAGE 2  BODY POSITIONS 3  SOCIAL CONTEXTS 4  SYMBOLS 5  AESTHETICS @THEWEBPSYCH
  28. 28. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC 1  LANGUAGE 2  BODY POSITIONS 3  SOCIAL CONTEXTS 4  SYMBOLS 5  AESTHETICS @THEWEBPSYCH
  29. 29. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURABILITY The relationship between culture and usability in WWW design “ - Barber & Badre (1998) ”@THEWEBPSYCH
  30. 30. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2 HOFSTEDE’S DIMENSIONS
  31. 31. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE The collective mental programming of the human mind which distinguishes one group of people from another “ - Hofstede (2010) ”@THEWEBPSYCH
  32. 32. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HOFSTEDE’S DIMENSIONS 1  POWER DISTANCE 2  INDIVIDUALISM vs COLLECTIVISM 3  MASCULINITY vs FEMININITY 4  UNCERTAINTY AVOIDANCE 5  LONG- vs SHORT-TERM ORIENTATION 6  INDULGENCE vs RESTRAINT @THEWEBPSYCH
  33. 33. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HOFSTEDE’S DIMENSIONS 1  POWER DISTANCE 2  INDIVIDUALISM vs COLLECTIVISM 3  MASCULINITY vs FEMININITY 4  UNCERTAINTY AVOIDANCE 5  LONG- vs SHORT-TERM ORIENTATION 6  INDULGENCE vs RESTRAINT @THEWEBPSYCH
  34. 34. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HOFSTEDE’S DIMENSIONS 1  POWER DISTANCE 2  INDIVIDUALISM vs COLLECTIVISM 3  MASCULINITY vs FEMININITY 4  UNCERTAINTY AVOIDANCE 5  LONG- vs SHORT-TERM ORIENTATION 6  INDULGENCE vs RESTRAINT @THEWEBPSYCH
  35. 35. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1 POWER DISTANCE
  36. 36. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. POWER DISTANCE The extent to which less powerful members of society expect and accept unequal power distribution “ ”@THEWEBPSYCH
  37. 37. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. PSYCH PROFILE HIGH PDI: SAUDI ARABIA Huge divides between rich/poor, tall hierarchies, centralised political power LOW PDI: AUSTRIA Equality, small differences in salary/status, flatter hierarchies @THEWEBPSYCH
  38. 38. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH PDI – DO THIS: 1  EMPHASISE ORDER WITHIN YOUR WEBSITE 2  CLEAR HIERARCHY OF CONTENT 3  CULTURAL / NATIONAL SYMBOLS 4  AUTHORITY FIGURES 5  OFFICIAL STAMPS, CERTIFICATIONS @THEWEBPSYCH
  39. 39. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH PDI – DO THIS: 1  EMPHASISE ORDER WITHIN YOUR WEBSITE 2  CLEAR HIERARCHY OF CONTENT 3  CULTURAL / NATIONAL SYMBOLS 4  AUTHORITY FIGURES 5  OFFICIAL STAMPS, CERTIFICATIONS @THEWEBPSYCH
  40. 40. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH PDI – DO THIS: 1  EMPHASISE ORDER WITHIN YOUR WEBSITE 2  CLEAR HIERARCHY OF CONTENT 3  CULTURAL / NATIONAL SYMBOLS 4  AUTHORITY FIGURES 5  OFFICIAL STAMPS, CERTIFICATIONS @THEWEBPSYCH
  41. 41. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH PDI – DO THIS: 1  EMPHASISE ORDER WITHIN YOUR WEBSITE 2  CLEAR HIERARCHY OF CONTENT 3  CULTURAL / NATIONAL SYMBOLS 4  AUTHORITY FIGURES 5  OFFICIAL STAMPS, CERTIFICATIONS @THEWEBPSYCH
  42. 42. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH PDI – DO THIS: 1  EMPHASISE ORDER WITHIN YOUR WEBSITE 2  CLEAR HIERARCHY OF CONTENT 3  CULTURAL / NATIONAL SYMBOLS 4  AUTHORITY FIGURES 5  OFFICIAL STAMPS, CERTIFICATIONS @THEWEBPSYCH
  43. 43. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  44. 44. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ORDER   ORDER  
  45. 45. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIERARCHY  
  46. 46. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NATIONAL SYMBOLS   NATIONAL SYMBOLS  
  47. 47. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. AUTHORITY FIGURES  
  48. 48. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW PDI – DO THIS: 1  TRANSPARENCY - DISCLOSURE 2  EQUAL ACCESS 3  REPUTATION BASED ON PROFESSIONAL MERIT 4  PEERS - EARNED MEDIA 5  LOOSE STRUCTURE - EXPLORATION @THEWEBPSYCH
  49. 49. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW PDI – DO THIS: 1  TRANSPARENCY - DISCLOSURE 2  EQUAL ACCESS 3  REPUTATION BASED ON PROFESSIONAL MERIT 4  PEERS - EARNED MEDIA 5  LOOSE STRUCTURE - EXPLORATION @THEWEBPSYCH
  50. 50. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW PDI – DO THIS: 1  TRANSPARENCY - DISCLOSURE 2  EQUAL ACCESS 3  REPUTATION BASED ON PROFESSIONAL MERIT 4  PEERS - EARNED MEDIA 5  LOOSE STRUCTURE - EXPLORATION @THEWEBPSYCH
  51. 51. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW PDI – DO THIS: 1  TRANSPARENCY - DISCLOSURE 2  EQUAL ACCESS 3  REPUTATION BASED ON PROFESSIONAL MERIT 4  PEERS - EARNED MEDIA 5  LOOSE STRUCTURE - EXPLORATION @THEWEBPSYCH
  52. 52. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW PDI – DO THIS: 1  TRANSPARENCY - DISCLOSURE 2  EQUAL ACCESS 3  REPUTATION BASED ON PROFESSIONAL MERIT 4  PEERS - EARNED MEDIA 5  LOOSE STRUCTURE - EXPLORATION @THEWEBPSYCH
  53. 53. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  54. 54. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOOSE STRUCTURE  
  55. 55. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EARNED MEDIA  
  56. 56. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. MERIT BASED  
  57. 57. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2 INDIVIDUALISM VS COLLECTIVISM
  58. 58. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. INDIVIDUALISM / COLLECTIVISM Whether a culture’s members define their self-image in terms of ‘I’ or ‘we’ “ ”@THEWEBPSYCH
  59. 59. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. PSYCH PROFILE HIGH IDV: USA Loose-knit, autonomy, freedom, challenge, personal time, motivated by extrinsic factors HIGH COL: CHINA Large cohesive social networks, loyalty, physical conditions, intrinsic rewards @THEWEBPSYCH
  60. 60. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH IDV – DO THIS: 1  PERSONAL ACHIEVEMENT MOTIVATES ACTIONS 2  DIFFERENCE / NOVELTY 3  COMPETITION / CHALLENGES 4  USE CONTROVERSIAL LANGUAGE (IF APPROP.) 5  IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS @THEWEBPSYCH
  61. 61. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH IDV – DO THIS: 1  PERSONAL ACHIEVEMENT MOTIVATES ACTIONS 2  DIFFERENCE / NOVELTY 3  COMPETITION / CHALLENGES 4  USE CONTROVERSIAL LANGUAGE (IF APPROP.) 5  IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS @THEWEBPSYCH
  62. 62. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH IDV – DO THIS: 1  PERSONAL ACHIEVEMENT MOTIVATES ACTIONS 2  DIFFERENCE / NOVELTY 3  COMPETITION / CHALLENGES 4  USE CONTROVERSIAL LANGUAGE (IF APPROP.) 5  IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS @THEWEBPSYCH
  63. 63. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH IDV – DO THIS: 1  PERSONAL ACHIEVEMENT MOTIVATES ACTIONS 2  DIFFERENCE / NOVELTY 3  COMPETITION / CHALLENGES 4  USE CONTROVERSIAL LANGUAGE (IF APPROP.) 5  IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS @THEWEBPSYCH
  64. 64. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH IDV – DO THIS: 1  PERSONAL ACHIEVEMENT MOTIVATES ACTIONS 2  DIFFERENCE / NOVELTY 3  COMPETITION / CHALLENGES 4  USE CONTROVERSIAL LANGUAGE (IF APPROP.) 5  IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS @THEWEBPSYCH
  65. 65. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  66. 66. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXCITEMENT  
  67. 67. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXCITEMENT  
  68. 68. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. COMPETITION  
  69. 69. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CONTRAVERSIAL  
  70. 70. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. FAVOUR YOUTH  
  71. 71. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. INDIVIDUALIST  
  72. 72. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXCITING LANGUAGE  
  73. 73. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH COL – DO THIS: 1  ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’ 2  RESPECT MORAL TENETS, TRADITIONS, STATUS 3  CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES 4  WISDOM, EXPERIENCE OF AGE 5  PRIVACY / SECURITY OF PERSONAL INFO @THEWEBPSYCH
  74. 74. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH COL – DO THIS: 1  ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’ 2  RESPECT MORAL TENETS, TRADITIONS, STATUS 3  CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES 4  WISDOM, EXPERIENCE OF AGE 5  PRIVACY / SECURITY OF PERSONAL INFO @THEWEBPSYCH
  75. 75. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH COL – DO THIS: 1  ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’ 2  RESPECT MORAL TENETS, TRADITIONS, STATUS 3  CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES 4  WISDOM, EXPERIENCE OF AGE 5  PRIVACY / SECURITY OF PERSONAL INFO @THEWEBPSYCH
  76. 76. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH COL – DO THIS: 1  ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’ 2  RESPECT MORAL TENETS, TRADITIONS, STATUS 3  CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES 4  WISDOM, EXPERIENCE OF AGE 5  PRIVACY / SECURITY OF PERSONAL INFO @THEWEBPSYCH
  77. 77. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH COL – DO THIS: 1  ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’ 2  RESPECT MORAL TENETS, TRADITIONS, STATUS 3  CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES 4  WISDOM, EXPERIENCE OF AGE 5  PRIVACY / SECURITY OF PERSONAL INFO
  78. 78. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  79. 79. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ‘WE’ NOT ‘ME’  
  80. 80. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. TRADITIONS  
  81. 81. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 MASCULINITY VS FEMININITY
  82. 82. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. MASCULINITY / FEMININITY Masculine = distinct gender roles Feminine = blurred gender roles, quality of life, tenderness towards others “ ”@THEWEBPSYCH
  83. 83. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. PSYCH PROFILE HIGH MAS: JAPAN Distinct roles, measure success by material rewards, assertive, heroism, achievement HIGH FEM: SWEDEN Focus on relationships, consensus, social cohesion, cooperation, home @THEWEBPSYCH
  84. 84. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH MAS – DO THIS: 1  INTERACTIVE, EXCITING, DYNAMIC 2  BE EXPLICIT AS TO WHOM YOU’RE TARGETING 3  GAMIFICATION, GOAL-ORIENTED CHALLENGES 4  USE MOTION, VIDEO 5  LIMITED-TIME COMPETITIONS / OFFERS @THEWEBPSYCH
  85. 85. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH MAS – DO THIS: 1  INTERACTIVE, EXCITING, DYNAMIC 2  BE EXPLICIT AS TO WHOM YOU’RE TARGETING 3  GAMIFICATION, GOAL-ORIENTED CHALLENGES 4  USE MOTION, VIDEO 5  LIMITED-TIME COMPETITIONS / OFFERS @THEWEBPSYCH
  86. 86. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH MAS – DO THIS: 1  INTERACTIVE, EXCITING, DYNAMIC 2  BE EXPLICIT AS TO WHOM YOU’RE TARGETING 3  GAMIFICATION, GOAL-ORIENTED CHALLENGES 4  USE MOTION, VIDEO 5  LIMITED-TIME COMPETITIONS / OFFERS @THEWEBPSYCH
  87. 87. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH MAS – DO THIS: 1  INTERACTIVE, EXCITING, DYNAMIC 2  BE EXPLICIT AS TO WHOM YOU’RE TARGETING 3  GAMIFICATION, GOAL-ORIENTED CHALLENGES 4  USE MOTION, VIDEO 5  LIMITED-TIME COMPETITIONS / OFFERS @THEWEBPSYCH
  88. 88. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH MAS – DO THIS: 1  INTERACTIVE, EXCITING, DYNAMIC 2  BE EXPLICIT AS TO WHOM YOU’RE TARGETING 3  GAMIFICATION, GOAL-ORIENTED CHALLENGES 4  USE MOTION, VIDEO 5  LIMITED-TIME COMPETITIONS / OFFERS @THEWEBPSYCH
  89. 89. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  90. 90. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXCITING   DYNAMIC  
  91. 91. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. MOTION   MOTION   MOTION  
  92. 92. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. COMPETITION  
  93. 93. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXPLICIT  
  94. 94. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH FEM – DO THIS: 1  BENEFIT THE WIDER GROUP 2  IMPROVE QUALITY OF LIFE 3  DON’T PROJECT YOUR GENDER ROLES 4  COLLABORATE WITH YOUR CUSTOMERS 5  REFLECT AUDIENCE’S AESTHETIC PREFERENCES @THEWEBPSYCH
  95. 95. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH FEM – DO THIS: 1  BENEFIT THE WIDER GROUP 2  IMPROVE QUALITY OF LIFE 3  DON’T PROJECT YOUR GENDER ROLES 4  COLLABORATE WITH YOUR CUSTOMERS 5  REFLECT AUDIENCE’S AESTHETIC PREFERENCES @THEWEBPSYCH
  96. 96. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH FEM – DO THIS: 1  BENEFIT THE WIDER GROUP 2  IMPROVE QUALITY OF LIFE 3  DON’T PROJECT YOUR GENDER ROLES 4  COLLABORATE WITH YOUR CUSTOMERS 5  REFLECT AUDIENCE’S AESTHETIC PREFERENCES @THEWEBPSYCH
  97. 97. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH FEM – DO THIS: 1  BENEFIT THE WIDER GROUP 2  IMPROVE QUALITY OF LIFE 3  DON’T PROJECT YOUR GENDER ROLES 4  COLLABORATE WITH YOUR CUSTOMERS 5  REFLECT AUDIENCE’S AESTHETIC PREFERENCES @THEWEBPSYCH
  98. 98. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH FEM – DO THIS: 1  BENEFIT THE WIDER GROUP 2  IMPROVE QUALITY OF LIFE 3  DON’T PROJECT YOUR GENDER ROLES 4  COLLABORATE WITH YOUR CUSTOMERS 5  REFLECT AUDIENCE’S AESTHETIC PREFERENCES @THEWEBPSYCH
  99. 99. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  100. 100. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. QUALITY OF LIFE  
  101. 101. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WIDER GROUP  
  102. 102. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 GENDER
  103. 103. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. - Simon (2001) [ ]Individualistic cultures express bigger gender differences in website’s attractiveness and usability GENDER @THEWEBPSYCH
  104. 104. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. - Conde et al. (2009) [ ]Men and women have distinctly different neural responses to artistic and natural stimuli NATURE VS NUTURE @THEWEBPSYCH
  105. 105. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. BEHAVIOURS
  106. 106. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @   WOMEN: BEHAVIOURS @THEWEBPSYCH
  107. 107. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. - Hoy & Milne (2010) [ ]Women tend to be more concerned about third-party access to personal information than men WOMEN @THEWEBPSYCH
  108. 108. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WOMEN - Hoy & Milne (2010) [ ]More likely to proactively protect their privacy than a decade ago @THEWEBPSYCH
  109. 109. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. MEN: BEHAVIOURS @THEWEBPSYCH
  110. 110. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. MEN [ ]Men are generally less anxious about going online @THEWEBPSYCH
  111. 111. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WEBSITES
  112. 112. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXPERIMENT Which gender is this website targeting? [ ] @THEWEBPSYCH
  113. 113. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH
  114. 114. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH EXPERIMENT What about this one? [ ]
  115. 115. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH
  116. 116. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH MEN 1  FLASHY, INTERACTIVE AND ANIMATED 2  GOAL-ORIENTED, GAMIFIED 3  MANY SUB-LEVELS
  117. 117. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH WOMEN 1  ATTRACTED TO WEBSITE’S COLOURS 2  CLEAN, UN-CLUTTERED 3  PREFER FEWER SUB-PAGE LEVELS
  118. 118. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH SUBCONSCIOUS Women subconsciously prefer websites that have been designed by other women [ ]
  119. 119. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 4 KEY TAKEAWAYS
  120. 120. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. KEY TAKEAWAYS IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE. 1  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT 2  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES 3  GENDER DIFFERENCES IN PREFERENCES AND BEHAVIOURS @THEWEBPSYCH
  121. 121. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. KEY TAKEAWAYS IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE. 1  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT 2  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES 3  GENDER DIFFERENCES IN PREFERENCES AND BEHAVIOURS @THEWEBPSYCH
  122. 122. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. KEY TAKEAWAYS IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE. 1  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT 2  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES 3  GENDER DIFFERENCES IN PREFERENCES AND BEHAVIOURS @THEWEBPSYCH
  123. 123. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. REFERENCES 1  S. S. Robbins and A. C. Stylianou (2002). A study of cultural differences in global corporate websites. Journal of Computer Information Systems, 42(2), pp. 3-9. 2  Global Web Index (August 2011) Wave 5 Trends. http://www.slideshare.net/globalwebindex/wave-5-trends-master-august-2011-slideshare-version 3  Associated Press (2013). Google Translate reaches 1 billion translations per day. http://www.oregonlive.com/today/index.ssf/2013/04/google_translate_reaches_1_bil.html 4  mobiThinking (2013). Global mobile statistics 2013 Part A: Mobile subscribers; handset market share; mobile operators. http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#topmobilemarkets 5  IDC (2012). Top 10 Predictions. IDC Predictions 2013: Competing on the 3rd Platform. http://www.idc.com/research/Predictions13/downloadable/238044.pdfm 6  A. Faiola and S. A. Matei (2005). Cultural cognitive style and web design: Beyond a behavioral inquiry into computer-mediated communication. Journal of Computer-Mediated Communication, 11(1). 7  N. C. Fernandez (2000). Web Site Localisation and Internationalisation: A Case Study. City University. 8  W. Barber and A. Badre (1998). Culturability: The merging of culture and usability. In Proceedings of the 4th Conference on Human Factors and the Web. 9  R. Robertson (1994). Mapping the global condition: Globalization as the central concept’, in M. Featherstone (ed.), Global Culture: Nationalism, globalization and modernity. Newbury Park, CA: Sage. p. 36. 10  G. Hofstede (2010). Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill. 11  http://www.aeroflot.ru 12  http://www.nana10.co.il 13  http://www.nastygal.com 14  http://www.kmb.hk/tc 15  http://www.cocacola.co.jp 16  http://sverigesradio.se @THEWEBPSYCH
  124. 124. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. REFERENCES 17  http://tiu.ru 18  http://www.stumbleupon.com 19  http://www.suning.com 20  http://www.next.co.uk 21  http://www.neobux.com 22  http://www.offerna.com 23  S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in Information Systems, 3(1), pp. 18-37. 24  C. Cela-Conde, F. Ayala, E. Munar, F. Maestú, M. Nadal, M. Capó, et al. (2009). Sex related similarities and differences in the neural correlates of beauty. Proceedings of the National Academy of Sciences of the United States of America,106(10), 3847. 25  D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp. 565–82. 26  A. Acquisti and R. Gross (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. Lecture Notes in Computer Science, 4258, pp. 36–58. 27  E. Garbarino and M. Strahilevitz (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57, pp. 768–75. 28  M. Madden and A. Smith (2010). Reputation management and social media: How people monitor their identity and search for others online. Pew Internet & American Life Project, 26 May. Available online at: http://pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx 29  I. Oomen and R. Leenes (2008). Privacy risk perception and privacy protection strategies. In E. de Leeuw, S. Fischer Hubner, J. Tseng and J. Borking (eds), Policies and Research in Identity. Boston, MA: Springer. pp. 121–38. @THEWEBPSYCH
  125. 125. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 5 Q & A
  126. 126. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. THANK YOU! TheWebPsychologist.com/CS13 THE WEB PSYCHOLOGIST.COM @THEWEBPSYCH

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