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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

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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.
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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

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

  • 1. CULTURE AND ITS INFLUENCE ON 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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 3. 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.
  • 4. 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.
  • 5. 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.
  • 6. 1 INTRODUCTION All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 7. 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.
  • 8. @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 9. 3 SECRETS TO ONLINE SUCCESS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 10. 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.
  • 11. 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.
  • 12. 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.
  • 13. 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.
  • 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? All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 17. 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.
  • 18. 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.
  • 19. WHY IS CULTURE IMPORTANT ONLINE? All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 20. 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.
  • 21. 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.
  • 22. 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.
  • 23. 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.
  • 24. 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.
  • 25. 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.
  • 26. 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.
  • 27. 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.
  • 28. 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.
  • 29. 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.
  • 30. 2 HOFSTEDE’S DIMENSIONS All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 31. 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.
  • 32. 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.
  • 33. 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.
  • 34. 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.
  • 35. 4 UNCERTAINTY AVOIDANCE All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 36. UNCERTAINTY AVOIDANCE “ Measures how uncomfortable 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   All material © 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   All material © 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 “ 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.
  • 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   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 76. RAPID   RAPID   All material © 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 “ 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.
  • 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   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 89. HONEST DISCUSSION   All material © 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   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 97.   SAVE MONEY   All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 98. 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 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.
  • 101. 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.
  • 102. 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.
  • 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.
  • 105. 4 Q&A All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • 106. THANK YOU! FREE MINI-COURSE: INSTITUTE OF WEB PSYCHOLOGY .COM All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.