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Nathalie Nahai - Culture and its influence on websites (part 2)

The document discusses how culture influences website design and user behavior, emphasizing Hofstede's cultural dimensions. It outlines strategies for effective online engagement, such as understanding cultural differences in communication and usability preferences. Key cultural factors include power distance, individualism vs collectivism, and uncertainty avoidance, which inform how different demographics interact with digital platforms.

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CULTURE AND ITS INFLUENCE ON WEBSITES PART 2 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1  2  3  4  INTRODUCTION HOFSTEDE’S DIMENSIONS KEY TAKEAWAYS Q&A @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1  2  3  4  INTRODUCTION HOFSTEDE’S DIMENSIONS KEY TAKEAWAYS Q&A @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1  2  3  4  INTRODUCTION HOFSTEDE’S DIMENSIONS KEY TAKEAWAYS Q&A @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1  2  3  4  INTRODUCTION HOFSTEDE’S DIMENSIONS KEY TAKEAWAYS Q&A @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
3 SECRETS TO ONLINE SUCCESS @THEWEBPSYCH 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 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 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 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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
neuroscience behavioural economics HCI cross-cultural psychology WEB PSYCHOLOGY cognitive psychology neuroaesthetics user experience social psychology @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WHAT IS CULTURE? 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 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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WHY IS CULTURE IMPORTANT ONLINE? 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 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 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 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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC 1  2  3  4  5  LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC 1  2  3  4  5  LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC 1  2  3  4  5  LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC 1  2  3  4  5  LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC 1  2  3  4  5  LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH 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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
2 HOFSTEDE’S DIMENSIONS 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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HOFSTEDE’S DIMENSIONS 1  2  3  4  5  6  POWER DISTANCE INDIVIDUALISM vs COLLECTIVISM MASCULINITY vs FEMININITY UNCERTAINTY AVOIDANCE LONG- vs SHORT-TERM ORIENTATION INDLUGENCE vs RESTRAINT @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HOFSTEDE’S DIMENSIONS 1  2  3  4  5  6  POWER DISTANCE INDIVIDUALISM vs COLLECTIVISM MASCULINITY vs FEMININITY UNCERTAINTY AVOIDANCE LONG- vs SHORT-TERM ORIENTATION INDLUGENCE vs RESTRAINT @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HOFSTEDE’S DIMENSIONS 1  2  3  4  5  6  POWER DISTANCE INDIVIDUALISM vs COLLECTIVISM MASCULINITY vs FEMININITY UNCERTAINTY AVOIDANCE LONG- vs SHORT-TERM ORIENTATION INDLUGENCE vs RESTRAINT @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
4 UNCERTAINTY AVOIDANCE All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
UNCERTAINTY AVOIDANCE “ Measures how uncomfortable we are with ambiguity ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
PSYCH PROFILE HIGH UAI: PORTUGAL Threatened by uncertainty, rigid codes of conduct, strict beliefs, fear the unusual LOW UAI: SWEDEN Adaptable, entrepreneurial, innovation, liberalism, emotions should be understated @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH UAI – DO THIS: 1  2  3  4  5  REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH UAI – DO THIS: 1  2  3  4  5  REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH UAI – DO THIS: 1  2  3  4  5  REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH UAI – DO THIS: 1  2  3  4  5  REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH UAI – DO THIS: 1  2  3  4  5  REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CLEAR NAVIGATION   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
PREDICTABLE & ASSURING   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
EXPLICIT TEXT & IMAGES   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LOW UAI – DO THIS: 1  2  3  4  5  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LOW UAI – DO THIS: 1  2  3  4  5  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LOW UAI – DO THIS: 1  2  3  4  5  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LOW UAI – DO THIS: 1  2  3  4  5  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LOW UAI – DO THIS: 1  2  3  4  5  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
FACILITATE OPEN DIALOGUE   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
PLAIN LANGUAGE   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
ENABLE GREATER RISKS   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
COMPLEXITY   LAYERED NAVIGATION   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
5 LONG-TERM VS SHORT-TERM All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LONG-TERM / SHORT-TERM “ The human search for virtue, based on Confucian dynamism: truth is relative vs. absolute ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
PSYCH PROFILE HIGH LTO: CHINA Skills, education, hard work, perseverance, patience, frugality, family = social blueprint HIGH STO: SPAIN Live in the moment, quick results, Joneses, personal fulfillment (creativity, self-actualise) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH LTO – DO THIS: 1  2  3  4  5  OFFER PRACTICAL VALUE, FREE MATERIALS MAKE CONTENT NON TIME-CRITICAL, LONG-TERM EMPHASISE TRADITION, HERITAGE, HISTORY NAVIGATION CAN BE LESS STRUCTURED TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH LTO – DO THIS: 1  2  3  4  5  OFFER PRACTICAL VALUE, FREE MATERIALS MAKE CONTENT NON TIME-CRITICAL, LONG-TERM EMPHASISE TRADITION, HERITAGE, HISTORY NAVIGATION CAN BE LESS STRUCTURED TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH LTO – DO THIS: 1  2  3  4  5  OFFER PRACTICAL VALUE, FREE MATERIALS MAKE CONTENT NON TIME-CRITICAL, LONG-TERM EMPHASISE TRADITION, HERITAGE, HISTORY NAVIGATION CAN BE LESS STRUCTURED TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH LTO – DO THIS: 1  2  3  4  5  OFFER PRACTICAL VALUE, FREE MATERIALS MAKE CONTENT NON TIME-CRITICAL, LONG-TERM EMPHASISE TRADITION, HERITAGE, HISTORY NAVIGATION CAN BE LESS STRUCTURED TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH LTO – DO THIS: 1  2  3  4  5  OFFER PRACTICAL VALUE, FREE MATERIALS MAKE CONTENT NON TIME-CRITICAL, LONG-TERM EMPHASISE TRADITION, HERITAGE, HISTORY NAVIGATION CAN BE LESS STRUCTURED TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
PRACTICAL VALUE     PRACTICAL VALUE   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
TRADITION   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
NAVIGATION LESS STRUCTURED   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH STO – DO THIS: 1  2  3  4  5  INSTANT GRATIFICATION – IMMEDIATE ACCESS CUSTOMER RATINGS FACTS, EVIDENCE, CERTAINTY REFLECT RELEVANT SOCIAL TRENDS RAPID CUSTOMER SERVICE @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH STO – DO THIS: 1  2  3  4  5  INSTANT GRATIFICATION – IMMEDIATE ACCESS CUSTOMER RATINGS FACTS, EVIDENCE, CERTAINTY REFLECT RELEVANT SOCIAL TRENDS RAPID CUSTOMER SERVICE @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH STO – DO THIS: 1  2  3  4  5  INSTANT GRATIFICATION – IMMEDIATE ACCESS CUSTOMER RATINGS FACTS, EVIDENCE, CERTAINTY REFLECT RELEVANT SOCIAL TRENDS RAPID CUSTOMER SERVICE @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH STO – DO THIS: 1  2  3  4  5  INSTANT GRATIFICATION – IMMEDIATE ACCESS CUSTOMER RATINGS FACTS, EVIDENCE, CERTAINTY REFLECT RELEVANT SOCIAL TRENDS RAPID CUSTOMER SERVICE @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH STO – DO THIS: 1  2  3  4  5  INSTANT GRATIFICATION – IMMEDIATE ACCESS CUSTOMER RATINGS FACTS, EVIDENCE, CERTAINTY REFLECT RELEVANT SOCIAL TRENDS RAPID CUSTOMER SERVICE @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
INSTANT GRATIFICATION   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
RAPID   RAPID   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
TRENDS   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
6 INDULGENCE VS RESTRAINT All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
INDULGENCE / RESTRAINT “ The extent to which society allows us to have fun and enjoy life through free gratification of natural drives ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
PSYCH PROFILE HIGH IVR: MEXICO Happier, optimistic, extrovert, friendship, leisure time, health, control over own life LOW IVR: EGYPT Gratification should be repressed, tightlyknit, cynical, frugal, moral discipline @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH IVR – DO THIS: 1  2  3  4  5  MAKE INTERACTIONS FUN GIVE AWAY ENTERTAINING FREEBIES USE AND ENCOURAGE UGC PROVIDE HONEST DISCUSSION GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH IVR – DO THIS: 1  2  3  4  5  MAKE INTERACTIONS FUN GIVE AWAY ENTERTAINING FREEBIES USE AND ENCOURAGE UGC PROVIDE HONEST DISCUSSION GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH IVR – DO THIS: 1  2  3  4  5  MAKE INTERACTIONS FUN GIVE AWAY ENTERTAINING FREEBIES USE AND ENCOURAGE UGC PROVIDE HONEST DISCUSSION GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH IVR – DO THIS: 1  2  3  4  5  MAKE INTERACTIONS FUN GIVE AWAY ENTERTAINING FREEBIES USE AND ENCOURAGE UGC PROVIDE HONEST DISCUSSION GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH IVR – DO THIS: 1  2  3  4  5  MAKE INTERACTIONS FUN GIVE AWAY ENTERTAINING FREEBIES USE AND ENCOURAGE UGC PROVIDE HONEST DISCUSSION GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
FUN   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
EASY   EASY   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HONEST DISCUSSION   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LOW IVR – DO THIS: 1  2  3  4  5  EMPHASISE HOW YOU SERVE THE COMMUNITY FRUGAL, SHOW HOW THEY CAN SAVE MONEY STRICT, CULTURED GENDER ROLES WEBSITE SHOULD BE STRUCTURED, PREDICTABLE USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LOW IVR – DO THIS: 1  2  3  4  5  EMPHASISE HOW YOU SERVE THE COMMUNITY FRUGAL, SHOW HOW THEY CAN SAVE MONEY STRICT, CULTURED GENDER ROLES WEBSITE SHOULD BE STRUCTURED, PREDICTABLE USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LOW IVR – DO THIS: 1  2  3  4  5  EMPHASISE HOW YOU SERVE THE COMMUNITY FRUGAL, SHOW HOW THEY CAN SAVE MONEY STRICT, CULTURED GENDER ROLES WEBSITE SHOULD BE STRUCTURED, PREDICTABLE USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LOW IVR – DO THIS: 1  2  3  4  5  EMPHASISE HOW YOU SERVE THE COMMUNITY FRUGAL, SHOW HOW THEY CAN SAVE MONEY STRICT, CULTURED GENDER ROLES WEBSITE SHOULD BE STRUCTURED, PREDICTABLE USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
LOW IVR – DO THIS: 1  2  3  4  5  EMPHASISE HOW YOU SERVE THE COMMUNITY FRUGAL, SHOW HOW THEY CAN SAVE MONEY STRICT, CULTURED GENDER ROLES WEBSITE SHOULD BE STRUCTURED, PREDICTABLE USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
COMMUNITY   COMMUNITY   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  SAVE MONEY   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
STRUCTURED   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
3 KEY TAKEAWAYS 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  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES 2  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT 3  USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN @THEWEBPSYCH 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  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES 2  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT 3  USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN @THEWEBPSYCH 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  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES 2  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT 3  USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN @THEWEBPSYCH 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. 15  http://www.mcdonalds.it/#coppette-seletti 16  http://www.mcdonalds.co.uk/ukhome.html 17  G. Hofstede (2010). Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill. 18  http://www.aeroflot.ru 19  http://www.nana10.co.il 20  http://www.nastygal.com 21  http://www.kmb.hk/tc 22  http://www.cocacola.co.jp 23  http://sverigesradio.se @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
REFERENCES 24  http://tiu.ru 25  http://www.stumbleupon.com 26  http://www.suning.com 27  http://www.next.co.uk 28  http://www.neobux.com 29  http://www.offerna.com 30  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. 31  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. 32  D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp. 565–82. 33  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. 34  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. 35  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 36  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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
4 Q&A All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
THANK YOU! FREE MINI-COURSE: INSTITUTE OF WEB PSYCHOLOGY .COM All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

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Nathalie Nahai - Culture and its influence on websites (part 2)

  • 1.
    CULTURE AND ITS INFLUENCEON WEBSITES PART 2 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 2.
    1  2  3  4  INTRODUCTION HOFSTEDE’S DIMENSIONS KEY TAKEAWAYS Q&A @THEWEBPSYCH Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 3.
    1  2  3  4  INTRODUCTION HOFSTEDE’S DIMENSIONS KEY TAKEAWAYS Q&A @THEWEBPSYCH Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 4.
    1  2  3  4  INTRODUCTION HOFSTEDE’S DIMENSIONS KEY TAKEAWAYS Q&A @THEWEBPSYCH Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 5.
    1  2  3  4  INTRODUCTION HOFSTEDE’S DIMENSIONS KEY TAKEAWAYS Q&A @THEWEBPSYCH Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 6.
    1 INTRODUCTION All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 7.
    WEBS OF INFLUENCE THEPSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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    @THEWEBPSYCH All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 9.
    3 SECRETS TO ONLINESUCCESS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 10.
    1  KNOW WHOYOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 11.
    1  KNOW WHOYOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 12.
    1  KNOW WHOYOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 13.
    WEB PSYCHOLOGY “ The empiricalstudy of how online environments influence our attitudes and behaviours ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 14.
  • 15.
    IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL @THEWEBPSYCH All material© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 16.
    WHAT IS CULTURE? Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 17.
    CULTURE “ A shared setof values that influence societal perceptions, attitudes, preferences, and responses ” - Robbins & Stylianou (2002) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 18.
    TRENDS [ ] …some broad globaltrends 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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 19.
    WHY IS CULTURE IMPORTANTONLINE? All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 20.
    A GLOBAL PICTURE GOOGLETRANSLATE = 1 BILLION TRANSACTIONS / DAY GLOBAL INTERNET PENETRATION RATES RISING SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 21.
    A GLOBAL PICTURE GOOGLETRANSLATE = 1 BILLION TRANSACTIONS / DAY GLOBAL INTERNET PENETRATION RATES RISING SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 22.
    A GLOBAL PICTURE GOOGLETRANSLATE = 1 BILLION TRANSACTIONS / DAY GLOBAL INTERNET PENETRATION RATES RISING SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 23.
    CULTURE-SPECIFIC [ Different cultural groupsemploy different usage strategies when using the same interface ] @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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    CULTURE-SPECIFIC 1  2  3  4  5  LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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    CULTURE-SPECIFIC 1  2  3  4  5  LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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    CULTURE-SPECIFIC 1  2  3  4  5  LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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    CULTURE-SPECIFIC 1  2  3  4  5  LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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    CULTURE-SPECIFIC 1  2  3  4  5  LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 29.
    CULTURABILITY “ The relationship between cultureand usability in WWW design ” - Barber & Badre (1998) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 30.
    2 HOFSTEDE’S DIMENSIONS All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 31.
    CULTURE “ ” The collective mentalprogramming of the human mind which distinguishes one group of people from another - Hofstede (2010) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 32.
    HOFSTEDE’S DIMENSIONS 1  2  3  4  5  6  POWER DISTANCE INDIVIDUALISMvs COLLECTIVISM MASCULINITY vs FEMININITY UNCERTAINTY AVOIDANCE LONG- vs SHORT-TERM ORIENTATION INDLUGENCE vs RESTRAINT @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 33.
    HOFSTEDE’S DIMENSIONS 1  2  3  4  5  6  POWER DISTANCE INDIVIDUALISMvs COLLECTIVISM MASCULINITY vs FEMININITY UNCERTAINTY AVOIDANCE LONG- vs SHORT-TERM ORIENTATION INDLUGENCE vs RESTRAINT @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 34.
    HOFSTEDE’S DIMENSIONS 1  2  3  4  5  6  POWER DISTANCE INDIVIDUALISMvs COLLECTIVISM MASCULINITY vs FEMININITY UNCERTAINTY AVOIDANCE LONG- vs SHORT-TERM ORIENTATION INDLUGENCE vs RESTRAINT @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 35.
    4 UNCERTAINTY AVOIDANCE All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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    UNCERTAINTY AVOIDANCE “ Measures howuncomfortable we are with ambiguity ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 37.
    PSYCH PROFILE HIGH UAI:PORTUGAL Threatened by uncertainty, rigid codes of conduct, strict beliefs, fear the unusual LOW UAI: SWEDEN Adaptable, entrepreneurial, innovation, liberalism, emotions should be understated @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 38.
    HIGH UAI –DO THIS: 1  2  3  4  5  REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 39.
    HIGH UAI –DO THIS: 1  2  3  4  5  REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 40.
    HIGH UAI –DO THIS: 1  2  3  4  5  REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 41.
    HIGH UAI –DO THIS: 1  2  3  4  5  REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 42.
    HIGH UAI –DO THIS: 1  2  3  4  5  REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH 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.
  • 44.
    CLEAR NAVIGATION   Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 45.
    PREDICTABLE & ASSURING   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 46.
    EXPLICIT TEXT &IMAGES   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 47.
    LOW UAI –DO THIS: 1  2  3  4  5  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 48.
    LOW UAI –DO THIS: 1  2  3  4  5  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 49.
    LOW UAI –DO THIS: 1  2  3  4  5  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 50.
    LOW UAI –DO THIS: 1  2  3  4  5  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 51.
    LOW UAI –DO THIS: 1  2  3  4  5  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 52.
    All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 53.
    FACILITATE OPEN DIALOGUE   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 54.
    PLAIN LANGUAGE   Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 55.
    ENABLE GREATER RISKS   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 56.
    COMPLEXITY   LAYERED NAVIGATION   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 57.
    5 LONG-TERM VS SHORT-TERM All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 58.
    LONG-TERM / SHORT-TERM “ Thehuman search for virtue, based on Confucian dynamism: truth is relative vs. absolute ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 59.
    PSYCH PROFILE HIGH LTO:CHINA Skills, education, hard work, perseverance, patience, frugality, family = social blueprint HIGH STO: SPAIN Live in the moment, quick results, Joneses, personal fulfillment (creativity, self-actualise) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 60.
    HIGH LTO –DO THIS: 1  2  3  4  5  OFFER PRACTICAL VALUE, FREE MATERIALS MAKE CONTENT NON TIME-CRITICAL, LONG-TERM EMPHASISE TRADITION, HERITAGE, HISTORY NAVIGATION CAN BE LESS STRUCTURED TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 61.
    HIGH LTO –DO THIS: 1  2  3  4  5  OFFER PRACTICAL VALUE, FREE MATERIALS MAKE CONTENT NON TIME-CRITICAL, LONG-TERM EMPHASISE TRADITION, HERITAGE, HISTORY NAVIGATION CAN BE LESS STRUCTURED TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 62.
    HIGH LTO –DO THIS: 1  2  3  4  5  OFFER PRACTICAL VALUE, FREE MATERIALS MAKE CONTENT NON TIME-CRITICAL, LONG-TERM EMPHASISE TRADITION, HERITAGE, HISTORY NAVIGATION CAN BE LESS STRUCTURED TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 63.
    HIGH LTO –DO THIS: 1  2  3  4  5  OFFER PRACTICAL VALUE, FREE MATERIALS MAKE CONTENT NON TIME-CRITICAL, LONG-TERM EMPHASISE TRADITION, HERITAGE, HISTORY NAVIGATION CAN BE LESS STRUCTURED TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 64.
    HIGH LTO –DO THIS: 1  2  3  4  5  OFFER PRACTICAL VALUE, FREE MATERIALS MAKE CONTENT NON TIME-CRITICAL, LONG-TERM EMPHASISE TRADITION, HERITAGE, HISTORY NAVIGATION CAN BE LESS STRUCTURED TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH 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.
  • 66.
    PRACTICAL VALUE     PRACTICAL VALUE   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 67.
    TRADITION   All material© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 68.
    NAVIGATION LESS STRUCTURED   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 69.
    HIGH STO –DO THIS: 1  2  3  4  5  INSTANT GRATIFICATION – IMMEDIATE ACCESS CUSTOMER RATINGS FACTS, EVIDENCE, CERTAINTY REFLECT RELEVANT SOCIAL TRENDS RAPID CUSTOMER SERVICE @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 70.
    HIGH STO –DO THIS: 1  2  3  4  5  INSTANT GRATIFICATION – IMMEDIATE ACCESS CUSTOMER RATINGS FACTS, EVIDENCE, CERTAINTY REFLECT RELEVANT SOCIAL TRENDS RAPID CUSTOMER SERVICE @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 71.
    HIGH STO –DO THIS: 1  2  3  4  5  INSTANT GRATIFICATION – IMMEDIATE ACCESS CUSTOMER RATINGS FACTS, EVIDENCE, CERTAINTY REFLECT RELEVANT SOCIAL TRENDS RAPID CUSTOMER SERVICE @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 72.
    HIGH STO –DO THIS: 1  2  3  4  5  INSTANT GRATIFICATION – IMMEDIATE ACCESS CUSTOMER RATINGS FACTS, EVIDENCE, CERTAINTY REFLECT RELEVANT SOCIAL TRENDS RAPID CUSTOMER SERVICE @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 73.
    HIGH STO –DO THIS: 1  2  3  4  5  INSTANT GRATIFICATION – IMMEDIATE ACCESS CUSTOMER RATINGS FACTS, EVIDENCE, CERTAINTY REFLECT RELEVANT SOCIAL TRENDS RAPID CUSTOMER SERVICE @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 74.
    All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 75.
    INSTANT GRATIFICATION   Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 76.
    RAPID   RAPID   Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 77.
    TRENDS   All material© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 78.
    6 INDULGENCE VS RESTRAINT All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 79.
    INDULGENCE / RESTRAINT “ Theextent to which society allows us to have fun and enjoy life through free gratification of natural drives ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 80.
    PSYCH PROFILE HIGH IVR:MEXICO Happier, optimistic, extrovert, friendship, leisure time, health, control over own life LOW IVR: EGYPT Gratification should be repressed, tightlyknit, cynical, frugal, moral discipline @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 81.
    HIGH IVR –DO THIS: 1  2  3  4  5  MAKE INTERACTIONS FUN GIVE AWAY ENTERTAINING FREEBIES USE AND ENCOURAGE UGC PROVIDE HONEST DISCUSSION GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 82.
    HIGH IVR –DO THIS: 1  2  3  4  5  MAKE INTERACTIONS FUN GIVE AWAY ENTERTAINING FREEBIES USE AND ENCOURAGE UGC PROVIDE HONEST DISCUSSION GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 83.
    HIGH IVR –DO THIS: 1  2  3  4  5  MAKE INTERACTIONS FUN GIVE AWAY ENTERTAINING FREEBIES USE AND ENCOURAGE UGC PROVIDE HONEST DISCUSSION GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 84.
    HIGH IVR –DO THIS: 1  2  3  4  5  MAKE INTERACTIONS FUN GIVE AWAY ENTERTAINING FREEBIES USE AND ENCOURAGE UGC PROVIDE HONEST DISCUSSION GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 85.
    HIGH IVR –DO THIS: 1  2  3  4  5  MAKE INTERACTIONS FUN GIVE AWAY ENTERTAINING FREEBIES USE AND ENCOURAGE UGC PROVIDE HONEST DISCUSSION GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 86.
    All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 87.
    FUN   All material© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 88.
    EASY   EASY   Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 89.
    HONEST DISCUSSION   Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 90.
    LOW IVR –DO THIS: 1  2  3  4  5  EMPHASISE HOW YOU SERVE THE COMMUNITY FRUGAL, SHOW HOW THEY CAN SAVE MONEY STRICT, CULTURED GENDER ROLES WEBSITE SHOULD BE STRUCTURED, PREDICTABLE USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 91.
    LOW IVR –DO THIS: 1  2  3  4  5  EMPHASISE HOW YOU SERVE THE COMMUNITY FRUGAL, SHOW HOW THEY CAN SAVE MONEY STRICT, CULTURED GENDER ROLES WEBSITE SHOULD BE STRUCTURED, PREDICTABLE USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 92.
    LOW IVR –DO THIS: 1  2  3  4  5  EMPHASISE HOW YOU SERVE THE COMMUNITY FRUGAL, SHOW HOW THEY CAN SAVE MONEY STRICT, CULTURED GENDER ROLES WEBSITE SHOULD BE STRUCTURED, PREDICTABLE USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 93.
    LOW IVR –DO THIS: 1  2  3  4  5  EMPHASISE HOW YOU SERVE THE COMMUNITY FRUGAL, SHOW HOW THEY CAN SAVE MONEY STRICT, CULTURED GENDER ROLES WEBSITE SHOULD BE STRUCTURED, PREDICTABLE USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 94.
    LOW IVR –DO THIS: 1  2  3  4  5  EMPHASISE HOW YOU SERVE THE COMMUNITY FRUGAL, SHOW HOW THEY CAN SAVE MONEY STRICT, CULTURED GENDER ROLES WEBSITE SHOULD BE STRUCTURED, PREDICTABLE USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 95.
    All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 96.
    COMMUNITY   COMMUNITY   Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 97.
      SAVE MONEY   Allmaterial © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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    STRUCTURED   All material© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 99.
    3 KEY TAKEAWAYS All material© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 100.
    KEY TAKEAWAYS IF YOUWANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE. 1  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES 2  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT 3  USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 101.
    KEY TAKEAWAYS IF YOUWANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE. 1  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES 2  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT 3  USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 102.
    KEY TAKEAWAYS IF YOUWANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE. 1  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES 2  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT 3  USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 103.
    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. 15  http://www.mcdonalds.it/#coppette-seletti 16  http://www.mcdonalds.co.uk/ukhome.html 17  G. Hofstede (2010). Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill. 18  http://www.aeroflot.ru 19  http://www.nana10.co.il 20  http://www.nastygal.com 21  http://www.kmb.hk/tc 22  http://www.cocacola.co.jp 23  http://sverigesradio.se @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 104.
    REFERENCES 24  http://tiu.ru 25  http://www.stumbleupon.com 26 http://www.suning.com 27  http://www.next.co.uk 28  http://www.neobux.com 29  http://www.offerna.com 30  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. 31  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. 32  D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp. 565–82. 33  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. 34  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. 35  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 36  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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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    4 Q&A All material ©THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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    THANK YOU! FREE MINI-COURSE: INSTITUTEOF WEB PSYCHOLOGY .COM All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.