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Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
Culture and its influence on websites
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Culture and its influence on websites

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In this keynote presentation for Conversion Jam (Stockholm 2013), Nathalie explains how Hofstede’s dimensions can be used to profile your audience and convert more customers on your website. …

In this keynote presentation for Conversion Jam (Stockholm 2013), Nathalie explains how Hofstede’s dimensions can be used to profile your audience and convert more customers on your website.

Whether you're in e-commerce, consultancy, design or business, you'll discover which website elements and psychological techniques you can use to target customers from specific cultures (including your own).

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  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE AND ITS INFLUENCE ON WEBSITES
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  KEY TAKEAWAYS 4  Q & A @THEWEBPSYCH
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  KEY TAKEAWAYS 4  Q & A @THEWEBPSYCH
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  KEY TAKEAWAYS 4  Q & A @THEWEBPSYCH
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  KEY TAKEAWAYS 4  Q & A @THEWEBPSYCH
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1 INTRODUCTION
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH
  • 8. 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
  • 9. 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
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL @THEWEBPSYCH
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 SECRETS TO ONLINE SUCCESS @THEWEBPSYCH
  • 12. 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
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WHAT IS CULTURE?
  • 16. 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
  • 17. 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
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WHY IS CULTURE IMPORTANT ONLINE?
  • 19. 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
  • 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. 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. 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
  • 23. 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
  • 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. 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. 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. 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. 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
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2 HOFSTEDE’S DIMENSIONS
  • 30. 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
  • 31. 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
  • 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1 POWER DISTANCE
  • 35. 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
  • 36. 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
  • 37. 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
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ORDER   ORDER  
  • 44. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIERARCHY  
  • 45. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NATIONAL SYMBOLS   NATIONAL SYMBOLS  
  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. AUTHORITY FIGURES  
  • 47. 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
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOOSE STRUCTURE  
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EARNED MEDIA  
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. MERIT BASED  
  • 56. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2 INDIVIDUALISM VS COLLECTIVISM
  • 57. 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
  • 58. 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
  • 59. 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
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 65. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXCITEMENT  
  • 66. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXCITEMENT  
  • 67. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. COMPETITION  
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CONTRAVERSIAL  
  • 69. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. FAVOUR YOUTH  
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. INDIVIDUALIST  
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXCITING LANGUAGE  
  • 72. 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
  • 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. 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. 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. 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
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 78. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ‘WE’ NOT ‘ME’  
  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. TRADITIONS  
  • 80. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 MASCULINITY VS FEMININITY
  • 81. 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
  • 82. 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
  • 83. 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
  • 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. 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. 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. 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. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 89. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXCITING   DYNAMIC  
  • 90. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. MOTION   MOTION   MOTION  
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. COMPETITION  
  • 92. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXPLICIT  
  • 93. 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
  • 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. 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. 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. 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
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  • 99. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. QUALITY OF LIFE  
  • 100. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WIDER GROUP  
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  • 102. 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
  • 103. 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
  • 104. 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
  • 105. 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
  • 106. 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 @THEWEBPSYCH
  • 107. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 4 Q & A
  • 108. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. THANK YOU! TheWebPsychologist.com/CJ13 THE WEB PSYCHOLOGIST.COM @THEWEBPSYCH

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