More Related Content Similar to Nathalie Nahai - Culture and its influence on websites (15) Nathalie Nahai - Culture and its influence on websites1. 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
98. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
101. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
3
KEY TAKEAWAYS
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
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