Nathalie Nahai - How gender and cultural differences in web Psychology affect the customer experience (MozCon)

1. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. #MozCon NATHALIE NAHAI #MozCon How Gender and Cultural Differences in Web Psychology Affect the Customer Experience

2. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1 INTRODUCTION 2 HOFSTEDE’S DIMENSIONS 3 GENDER 4 KEY TAKEAWAYS 5 Q & A 2

3. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1 INTRODUCTION 3

4. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 4 BACKGROUND

5. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 5 3 SECRETS TO ONLINE SUCCESS

6. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 6 1 KNOW WHO YOU’RE TARGETING 2 COMMUNICATE PERSUASIVELY 3 SELL WITH INTEGRITY

7. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. The empirical study of how online environments influence our attitudes and behaviours 7 WEB PSYCHOLOGY “ ”

8. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WEBPSYCHOLOGY 8 human-computer interaction neuroaesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics

9. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. IT’S ABOUT 9 CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL

10. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WHAT IS CULTURE? 10

11. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 11

12. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. SOFTWARE OF THE MIND The collective mental programming of the human mind which distinguishes one group of people from another 1 12 “ ”

13. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WHY IS CULTURE IMPORTANT ONLINE? 13

14. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 14 Google Translate = 1 billion transactions per day 2 Global internet penetration rates on the rise Smart phones and mobiles bringing access to less developed regions (China, India) 3, 4 A GLOBAL PICTURE

15. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 15 CULTURABILITY “ ” The relationship between culture and usability in WWW design 6

16. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 16 CULTURE-SPECIFIC Different cultural groups employ different usage strategies with the same interface 7

17. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 17 1.  LANGUAGE 2.  BODY POSITIONS 3.  SOCIAL CONTEXTS 4.  SYMBOLS 5.  AESTHETICS 8 CULTURE-SPECIFIC

18. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2 HOFSTEDE’S SIX DIMENSIONS 18

19. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 19 1.  POWER DISTANCE 2.  UNCERTAINTY AVOIDANCE 3.  INDIVIDUALISM vs COLLECTIVISM 4.  MASCULINITY vs FEMININITY 5.  LONG-TERM ORIENTATION 6.  INDULGENCE vs RESTRAINT HOFSTEDE’S DIMENSIONS

20. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 20 1 POWER DISTANCE Do you expect and accept unequal power distribution in your society? “ ”

21. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 21 POWER DISTANCE Russia = 93 USA = 40 Austria = 11 HIGH PDI LOW PDI

22. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 22 1.  EMPHASISE ORDER WITHIN YOUR WEBSITE 2.  CLEAR HIERARCHY OF CONTENT 3.  CULTURAL / NATIONAL SYMBOLS 4.  AUTHORITY FIGURES 5.  OFFICIAL STAMPS, CERTIFICATIONS HIGH PDI - DO THIS:

24. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 24 ORDER ORDER

25. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 25 HIERARCHY

26. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 26 NATIONAL SYMBOLS NATIONAL SYMBOLS

27. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 27 AUTHORITY FIGURES

28. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 28 1.  LOOSE STRUCTURE - EXPLORATION 2.  TRANSPARENCY - DISCLOSURE 3.  REPUTATION BASED ON MERIT 4.  EQUAL ACCESS 5.  PEERS - EARNED MEDIA LOW PDI - DO THIS:

30. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 30 LOOSE STRUCTURE

31. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 31 EARNED MEDIA

32. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 32 MERIT BASED

33. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 33 2 UNCERTAINTY AVOIDANCE Are you comfortable with ambiguity? “ ”

34. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 34 Russia = 95 USA = 46 Sweden = 29LOW UAI UNCERTAINTY AVOIDANCE HIGH UAI

35. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 35 1.  REDUCE AMBIGUITY 2.  CLEAR NAVIGATION, STRUCTURE 3.  PREDICTABLE + ASSURING USER JOURNEY 4.  AVOID POP-UPS / NON-ESSENTIAL INFO 5.  EXPLICIT LANGUAGE AND IMAGES HIGH UAI - DO THIS:

37. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 37 CLEAR NAVIGATION

38. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 38 PREDICTABLE & ASSURING

39. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 39 EXPLICIT TEXT & IMAGES

40. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 40 1.  FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE 2.  DON’T BE OVER-EMOTIONALLY EXPRESSIVE 3.  ALLOW USERS TO TAKE GREATER RISKS 4.  COMPLEXITY, WIDER CHOICE OF ACTIONS 5.  NAVIGATION CAN BE LAYERED LOW UAI - DO THIS:

41. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 41 FACILITATE OPEN DIALOGUE

42. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 42 PLAIN LANGUAGE

43. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 43 ENABLE GREATER RISKS

44. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 44 COMPLEXITY LAYERED NAVIGATION

46. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 46 Do you define your self-image in terms of ‘I’ or ‘we’ ? 3 INDIVIDUALISM / COLLECTIVISM “ ”

47. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 47 USA = 91 Spain = 51 China = 20 INDIVIDUALISM / COLLECTIVISM HIGH COL HIGH IDV

48. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 48 1.  PERSONAL ACHIEVEMENT MOTIVATES ACTIONS 2.  DIFFERENCE / NOVELTY 3.  COMPETITION / EXCITEMENT 4.  USE CONTROVERSIAL LANGUAGE (IF APPROP.) 5.  IMAGES - YOUTH, MATERIAL SYMBOLS OF SUCCESS HIGH IDV - DO THIS:

49. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 49 EXCITEMENT

50. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 50 EXCITEMENT

51. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 51 COMPETITION

52. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 52 CONTRAVERSIAL

53. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 53 FAVOUR YOUTH

54. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 54 INDIVIDUALIST

55. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 55 EXCITING LANGUAGE

56. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 56 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 HIGH COL - DO THIS:

58. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 58 ‘WE’ NOT ‘ME’

59. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 59 TRADITIONS

60. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 GENDER 60

61. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 61 CULTURE & GENDER Individualistic = bigger gender differences in website’s attractiveness + usability 9 vs.

62. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 62 Men and women have distinctly different neural responses to artistic + natural stimuli 10 NATURE VS NURTURE

63. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 63 ONLINE BEHAVIOURS

64. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 64 ONLINE BEHAVIOURS

65. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 65 1.  LESS CONCERNED ABOUT PRIVACY 11 2.  HAPPIER PARTING W. SENSITIVE INFO 12 3.  MORE LIKELY TO BLOG W. REAL NAME 13 MEN ONLINE

66. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 66 1.  ONLINE SHOPPING = RISKY 13 2.  SKEPTICAL OF ONLINE INFO 11 3.  MORE LIKELY TO BLOG ANONYMOUSLY 14 4.  PROVIDE INACCURATE PERSONAL INFO 15 WOMEN ONLINE

68. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 68 1.  FLASHY, INTERACTIVE AND ANIMATED 2.  GOAL-ORIENTED, GAMIFIED 3.  MANY SUB-LEVELS DESIGN FOR MEN:

70. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 70 DESIGN FOR WOMEN: 1.  ATTRACTED TO WEBSITE’S COLOURS 2.  CLEAN, UN-CLUTTERED 3.  PREFER FEWER SUB-PAGE LEVELS

71. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 4 KEY TAKEAWAYS 71

72. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 72 1.  To succeed you have to apply scientific rigour to your design and marketing process 2.  To engage a global audience, you have to be culture- and gender-sensitive 3.  Golden rule: research, test, analyse KEY TAKEAWAYS

73. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 5 ANY QUESTIONS? 73

74. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 74 1.  G. Hofstede (2010). Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill. 2.  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 3.  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 4.  IDC (2012). Top 10 Predictions. IDC Predictions 2013: Competing on the 3rd Platform. http://www.idc.com/research/ Predictions13/downloadable/238044.pdfm 5.  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. 6.  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. 7.  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). 8.  N. C. Fernandez (2000). Web Site Localisation and Internationalisation: A Case Study. City University. 9.  S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in Information Systems, 32(1), pp. 18-37. 10.  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. REFERENCES

75. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 75 11.  D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp. 565–82. 12.  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. 13.  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. 14.  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 15.  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. REFERENCES

76. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WANT MORE? 76 Go: TheWebPsychologist.com/moz Read: Webs Of Influence Tweet: @TheWebPsych

77. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 77 THANK YOU!

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