SlideShare a Scribd company logo
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
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
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION
3
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
4
BACKGROUND
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
5
3 SECRETS
TO ONLINE SUCCESS
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
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
“ ”
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
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
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WHAT IS
CULTURE?
10
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
11
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
“ ”
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WHY IS CULTURE
IMPORTANT ONLINE?
13
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
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
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
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
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
2 HOFSTEDE’S SIX DIMENSIONS
18
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
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?
“ ”
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
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:
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
23
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
24
ORDER	
  
ORDER	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
25
HIERARCHY	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
26
NATIONAL SYMBOLS	
  
NATIONAL SYMBOLS	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
27
AUTHORITY FIGURES	
  
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:
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
29
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
30
LOOSE STRUCTURE	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
31
EARNED MEDIA	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
32
MERIT BASED	
  
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?
“ ”
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
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:
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
36
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
37
CLEAR NAVIGATION	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
38
PREDICTABLE & ASSURING	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
39
EXPLICIT TEXT & IMAGES	
  
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:
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
41
FACILITATE OPEN DIALOGUE	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
42
PLAIN LANGUAGE	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
43
ENABLE GREATER RISKS	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
44
COMPLEXITY	
  
LAYERED NAVIGATION	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
45
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
“ ”
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
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:
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
49
EXCITEMENT	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
50
EXCITEMENT	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
51
COMPETITION	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
52
CONTRAVERSIAL	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
53
FAVOUR YOUTH	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
54
INDIVIDUALIST	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
55
EXCITING LANGUAGE	
  
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:
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
57
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
58
‘WE’ NOT ‘ME’	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
59
TRADITIONS	
  
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
3 GENDER
60
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.	
  
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
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
63
ONLINE BEHAVIOURS
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
64
ONLINE BEHAVIOURS
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
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
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
67
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:
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
69
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
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
4 KEY TAKEAWAYS
71
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
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
5 ANY QUESTIONS?
73
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
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
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
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
77
THANK YOU!

More Related Content

What's hot

Nathalie Nahai - Web Psychology: The science of online persuasion
Nathalie Nahai - Web Psychology: The science of online persuasionNathalie Nahai - Web Psychology: The science of online persuasion
Nathalie Nahai - Web Psychology: The science of online persuasion
Nathalie Nahai
 
Nathalie Nahai - Why aren't women taking the stage in tech?
Nathalie Nahai - Why aren't women taking the stage in tech?Nathalie Nahai - Why aren't women taking the stage in tech?
Nathalie Nahai - Why aren't women taking the stage in tech?
Nathalie Nahai
 
Nathalie Nahai - The secret psychology behind social behaviour
Nathalie Nahai - The secret psychology behind social behaviourNathalie Nahai - The secret psychology behind social behaviour
Nathalie Nahai - The secret psychology behind social behaviour
Nathalie Nahai
 
Nathalie Nahai - Designing for the mind & the ethics of persuasion for produc...
Nathalie Nahai - Designing for the mind & the ethics of persuasion for produc...Nathalie Nahai - Designing for the mind & the ethics of persuasion for produc...
Nathalie Nahai - Designing for the mind & the ethics of persuasion for produc...
Nathalie Nahai
 
Nathalie Nahai - Web psychology principles for you to A/B test
Nathalie Nahai - Web psychology principles for you to A/B testNathalie Nahai - Web psychology principles for you to A/B test
Nathalie Nahai - Web psychology principles for you to A/B test
Nathalie Nahai
 
Nathalie Nahai - The secret psychology of online persuasion
Nathalie Nahai - The secret psychology of online persuasionNathalie Nahai - The secret psychology of online persuasion
Nathalie Nahai - The secret psychology of online persuasion
Nathalie Nahai
 
Nathalie Nahai - The secret psychology behind persuasive content
Nathalie Nahai - The secret psychology behind persuasive content Nathalie Nahai - The secret psychology behind persuasive content
Nathalie Nahai - The secret psychology behind persuasive content
Nathalie Nahai
 
Personalisation vs Privacy - Nathalie Nahai
Personalisation vs Privacy - Nathalie NahaiPersonalisation vs Privacy - Nathalie Nahai
Personalisation vs Privacy - Nathalie Nahai
Nathalie Nahai
 
Nathalie Nahai - The secret psychology of persuasive videos
Nathalie Nahai - The secret psychology of persuasive videosNathalie Nahai - The secret psychology of persuasive videos
Nathalie Nahai - The secret psychology of persuasive videos
Nathalie Nahai
 
How to use the Big 5 personality traits to write persuasive copy
How to use the Big 5 personality traits to write persuasive copyHow to use the Big 5 personality traits to write persuasive copy
How to use the Big 5 personality traits to write persuasive copy
Nathalie Nahai
 
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
Chinwag
 
Nathalie Nahai - The psychology of persuasive content (The Inbounder)
Nathalie Nahai - The psychology of persuasive content (The Inbounder)Nathalie Nahai - The psychology of persuasive content (The Inbounder)
Nathalie Nahai - The psychology of persuasive content (The Inbounder)
Nathalie Nahai
 
The psychology of successful ecommerce
The psychology of successful ecommerceThe psychology of successful ecommerce
The psychology of successful ecommerce
Nathalie Nahai
 
The psychology behind persuasive marketing videos, and how to get people to w...
The psychology behind persuasive marketing videos, and how to get people to w...The psychology behind persuasive marketing videos, and how to get people to w...
The psychology behind persuasive marketing videos, and how to get people to w...
Nathalie Nahai
 
Nathalie Nahai - 5 psychological principles of persuasive design
Nathalie Nahai - 5 psychological principles of persuasive designNathalie Nahai - 5 psychological principles of persuasive design
Nathalie Nahai - 5 psychological principles of persuasive design
Nathalie Nahai
 
Nathalie Nahai_SearchLove London 2013
Nathalie Nahai_SearchLove London 2013Nathalie Nahai_SearchLove London 2013
Nathalie Nahai_SearchLove London 2013
Distilled
 
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
Nathalie Nahai
 
Secret psychology online persuasion - Nathalie Nahai
Secret psychology online persuasion - Nathalie NahaiSecret psychology online persuasion - Nathalie Nahai
Secret psychology online persuasion - Nathalie Nahai
Head Office NL
 
Psycology of Persuasive Marketing Videos
Psycology of Persuasive Marketing VideosPsycology of Persuasive Marketing Videos
Psycology of Persuasive Marketing Videos
Evgeny Tsarkov
 
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive ContentNatalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Authoritas
 

What's hot (20)

Nathalie Nahai - Web Psychology: The science of online persuasion
Nathalie Nahai - Web Psychology: The science of online persuasionNathalie Nahai - Web Psychology: The science of online persuasion
Nathalie Nahai - Web Psychology: The science of online persuasion
 
Nathalie Nahai - Why aren't women taking the stage in tech?
Nathalie Nahai - Why aren't women taking the stage in tech?Nathalie Nahai - Why aren't women taking the stage in tech?
Nathalie Nahai - Why aren't women taking the stage in tech?
 
Nathalie Nahai - The secret psychology behind social behaviour
Nathalie Nahai - The secret psychology behind social behaviourNathalie Nahai - The secret psychology behind social behaviour
Nathalie Nahai - The secret psychology behind social behaviour
 
Nathalie Nahai - Designing for the mind & the ethics of persuasion for produc...
Nathalie Nahai - Designing for the mind & the ethics of persuasion for produc...Nathalie Nahai - Designing for the mind & the ethics of persuasion for produc...
Nathalie Nahai - Designing for the mind & the ethics of persuasion for produc...
 
Nathalie Nahai - Web psychology principles for you to A/B test
Nathalie Nahai - Web psychology principles for you to A/B testNathalie Nahai - Web psychology principles for you to A/B test
Nathalie Nahai - Web psychology principles for you to A/B test
 
Nathalie Nahai - The secret psychology of online persuasion
Nathalie Nahai - The secret psychology of online persuasionNathalie Nahai - The secret psychology of online persuasion
Nathalie Nahai - The secret psychology of online persuasion
 
Nathalie Nahai - The secret psychology behind persuasive content
Nathalie Nahai - The secret psychology behind persuasive content Nathalie Nahai - The secret psychology behind persuasive content
Nathalie Nahai - The secret psychology behind persuasive content
 
Personalisation vs Privacy - Nathalie Nahai
Personalisation vs Privacy - Nathalie NahaiPersonalisation vs Privacy - Nathalie Nahai
Personalisation vs Privacy - Nathalie Nahai
 
Nathalie Nahai - The secret psychology of persuasive videos
Nathalie Nahai - The secret psychology of persuasive videosNathalie Nahai - The secret psychology of persuasive videos
Nathalie Nahai - The secret psychology of persuasive videos
 
How to use the Big 5 personality traits to write persuasive copy
How to use the Big 5 personality traits to write persuasive copyHow to use the Big 5 personality traits to write persuasive copy
How to use the Big 5 personality traits to write persuasive copy
 
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
Chinwag Psych London 14. Nathalie Nahai, Webs of Influence Author. "The secre...
 
Nathalie Nahai - The psychology of persuasive content (The Inbounder)
Nathalie Nahai - The psychology of persuasive content (The Inbounder)Nathalie Nahai - The psychology of persuasive content (The Inbounder)
Nathalie Nahai - The psychology of persuasive content (The Inbounder)
 
The psychology of successful ecommerce
The psychology of successful ecommerceThe psychology of successful ecommerce
The psychology of successful ecommerce
 
The psychology behind persuasive marketing videos, and how to get people to w...
The psychology behind persuasive marketing videos, and how to get people to w...The psychology behind persuasive marketing videos, and how to get people to w...
The psychology behind persuasive marketing videos, and how to get people to w...
 
Nathalie Nahai - 5 psychological principles of persuasive design
Nathalie Nahai - 5 psychological principles of persuasive designNathalie Nahai - 5 psychological principles of persuasive design
Nathalie Nahai - 5 psychological principles of persuasive design
 
Nathalie Nahai_SearchLove London 2013
Nathalie Nahai_SearchLove London 2013Nathalie Nahai_SearchLove London 2013
Nathalie Nahai_SearchLove London 2013
 
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
Nathalie Nahai - Psychology of persuasive content (Brighton SEO)
 
Secret psychology online persuasion - Nathalie Nahai
Secret psychology online persuasion - Nathalie NahaiSecret psychology online persuasion - Nathalie Nahai
Secret psychology online persuasion - Nathalie Nahai
 
Psycology of Persuasive Marketing Videos
Psycology of Persuasive Marketing VideosPsycology of Persuasive Marketing Videos
Psycology of Persuasive Marketing Videos
 
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive ContentNatalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
Natalie Nahai – BrightonSEO April 2016: Creating Persuasive Content
 

Viewers also liked

Nathalie Nahai - The psychology behind persuasive storytelling
Nathalie Nahai - The psychology behind persuasive storytellingNathalie Nahai - The psychology behind persuasive storytelling
Nathalie Nahai - The psychology behind persuasive storytelling
Nathalie Nahai
 
Nathalie Nahai - Naughty or nice? The psychology behind successful products
Nathalie Nahai  - Naughty or nice? The psychology behind successful productsNathalie Nahai  - Naughty or nice? The psychology behind successful products
Nathalie Nahai - Naughty or nice? The psychology behind successful products
Nathalie Nahai
 
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai
 
Elements of Culture
Elements of Culture  Elements of Culture
Elements of Culture
cdavis71
 
Sitecore: Web psychology and customer experience
Sitecore:  Web psychology and customer experienceSitecore:  Web psychology and customer experience
Sitecore: Web psychology and customer experience
Reading Room
 
Mind Control: Psychology for the Web
Mind Control: Psychology for the WebMind Control: Psychology for the Web
Mind Control: Psychology for the Web
Ben Scofield
 
Project management projektstyring dansk_english_by david engelby
Project management projektstyring dansk_english_by david engelbyProject management projektstyring dansk_english_by david engelby
Project management projektstyring dansk_english_by david engelby
David Engelby
 
Color Theory for web design
Color Theory for web designColor Theory for web design
Color Theory for web design
Shandy Tsai
 
Version2 project management projektstyring_dk and english
Version2 project management projektstyring_dk and englishVersion2 project management projektstyring_dk and english
Version2 project management projektstyring_dk and english
David Engelby
 
Chapter 7 affordances
Chapter 7 affordancesChapter 7 affordances
Chapter 7 affordances
grainne
 
11 Questions to Answer to Improve Your Conversion Rate
11 Questions to Answer to Improve Your Conversion Rate11 Questions to Answer to Improve Your Conversion Rate
11 Questions to Answer to Improve Your Conversion Rate
Craig Kistler
 
Big Picture CRO with Rand Fishkin
Big Picture CRO with Rand FishkinBig Picture CRO with Rand Fishkin
Big Picture CRO with Rand Fishkin
Unbounce
 

Viewers also liked (12)

Nathalie Nahai - The psychology behind persuasive storytelling
Nathalie Nahai - The psychology behind persuasive storytellingNathalie Nahai - The psychology behind persuasive storytelling
Nathalie Nahai - The psychology behind persuasive storytelling
 
Nathalie Nahai - Naughty or nice? The psychology behind successful products
Nathalie Nahai  - Naughty or nice? The psychology behind successful productsNathalie Nahai  - Naughty or nice? The psychology behind successful products
Nathalie Nahai - Naughty or nice? The psychology behind successful products
 
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
Nathalie Nahai - The secret psychology of persuasive copy (Conversion Confere...
 
Elements of Culture
Elements of Culture  Elements of Culture
Elements of Culture
 
Sitecore: Web psychology and customer experience
Sitecore:  Web psychology and customer experienceSitecore:  Web psychology and customer experience
Sitecore: Web psychology and customer experience
 
Mind Control: Psychology for the Web
Mind Control: Psychology for the WebMind Control: Psychology for the Web
Mind Control: Psychology for the Web
 
Project management projektstyring dansk_english_by david engelby
Project management projektstyring dansk_english_by david engelbyProject management projektstyring dansk_english_by david engelby
Project management projektstyring dansk_english_by david engelby
 
Color Theory for web design
Color Theory for web designColor Theory for web design
Color Theory for web design
 
Version2 project management projektstyring_dk and english
Version2 project management projektstyring_dk and englishVersion2 project management projektstyring_dk and english
Version2 project management projektstyring_dk and english
 
Chapter 7 affordances
Chapter 7 affordancesChapter 7 affordances
Chapter 7 affordances
 
11 Questions to Answer to Improve Your Conversion Rate
11 Questions to Answer to Improve Your Conversion Rate11 Questions to Answer to Improve Your Conversion Rate
11 Questions to Answer to Improve Your Conversion Rate
 
Big Picture CRO with Rand Fishkin
Big Picture CRO with Rand FishkinBig Picture CRO with Rand Fishkin
Big Picture CRO with Rand Fishkin
 

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

Going Social: The Psychology of Online Influence
Going Social: The Psychology of Online InfluenceGoing Social: The Psychology of Online Influence
Going Social: The Psychology of Online Influence
Valtech
 
Nathalie nahai social media and the power of innate interestingness
Nathalie nahai   social media and the power of innate interestingnessNathalie nahai   social media and the power of innate interestingness
Nathalie nahai social media and the power of innate interestingness
Silverman_Research
 
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
Upload Lisboa
 
Human Behavior online: a Psychologist's perspective - Nathalie Nahai
Human Behavior online: a Psychologist's perspective - Nathalie NahaiHuman Behavior online: a Psychologist's perspective - Nathalie Nahai
Human Behavior online: a Psychologist's perspective - Nathalie Nahai
Brandwatch
 
The Secret Psychology of Persuasive Content - Nathalie Nahai
The Secret Psychology of Persuasive Content - Nathalie NahaiThe Secret Psychology of Persuasive Content - Nathalie Nahai
The Secret Psychology of Persuasive Content - Nathalie Nahai
FeverBee Limited
 
Ethics and humanity in the age of technology
Ethics and humanity in the age of technology Ethics and humanity in the age of technology
Ethics and humanity in the age of technology
Brandwatch
 
Teaching analysis tools for infodemic managers
Teaching analysis tools for  infodemic managersTeaching analysis tools for  infodemic managers
Teaching analysis tools for infodemic managers
Tina Purnat
 
Eklips - Investor Relations and Social Media
Eklips - Investor Relations and Social MediaEklips - Investor Relations and Social Media
Eklips - Investor Relations and Social Media
Peter Einarsson
 
Social Media 101 - Understanding the potential use in outreach and education
Social Media 101 - Understanding the potential use in outreach and educationSocial Media 101 - Understanding the potential use in outreach and education
Social Media 101 - Understanding the potential use in outreach and education
Amy Hays
 
Assignment 5
Assignment 5Assignment 5
Assignment 5
RachelGross24
 
Why We Second Screen During Live TV Events
Why We Second Screen During Live TV EventsWhy We Second Screen During Live TV Events
Why We Second Screen During Live TV Events
Dr Jillian Ney
 

Similar to Nathalie Nahai - How gender and cultural differences in web Psychology affect the customer experience (MozCon) (11)

Going Social: The Psychology of Online Influence
Going Social: The Psychology of Online InfluenceGoing Social: The Psychology of Online Influence
Going Social: The Psychology of Online Influence
 
Nathalie nahai social media and the power of innate interestingness
Nathalie nahai   social media and the power of innate interestingnessNathalie nahai   social media and the power of innate interestingness
Nathalie nahai social media and the power of innate interestingness
 
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online in...
 
Human Behavior online: a Psychologist's perspective - Nathalie Nahai
Human Behavior online: a Psychologist's perspective - Nathalie NahaiHuman Behavior online: a Psychologist's perspective - Nathalie Nahai
Human Behavior online: a Psychologist's perspective - Nathalie Nahai
 
The Secret Psychology of Persuasive Content - Nathalie Nahai
The Secret Psychology of Persuasive Content - Nathalie NahaiThe Secret Psychology of Persuasive Content - Nathalie Nahai
The Secret Psychology of Persuasive Content - Nathalie Nahai
 
Ethics and humanity in the age of technology
Ethics and humanity in the age of technology Ethics and humanity in the age of technology
Ethics and humanity in the age of technology
 
Teaching analysis tools for infodemic managers
Teaching analysis tools for  infodemic managersTeaching analysis tools for  infodemic managers
Teaching analysis tools for infodemic managers
 
Eklips - Investor Relations and Social Media
Eklips - Investor Relations and Social MediaEklips - Investor Relations and Social Media
Eklips - Investor Relations and Social Media
 
Social Media 101 - Understanding the potential use in outreach and education
Social Media 101 - Understanding the potential use in outreach and educationSocial Media 101 - Understanding the potential use in outreach and education
Social Media 101 - Understanding the potential use in outreach and education
 
Assignment 5
Assignment 5Assignment 5
Assignment 5
 
Why We Second Screen During Live TV Events
Why We Second Screen During Live TV EventsWhy We Second Screen During Live TV Events
Why We Second Screen During Live TV Events
 

Recently uploaded

Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
miss ekta$A17
 
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
45unexpected
 
UCSF degree offer diploma Transcript
UCSF degree offer diploma TranscriptUCSF degree offer diploma Transcript
UCSF degree offer diploma Transcript
ymeada
 
Ghhhhhgggfffgggghhjjhytrrffffggggggggggggg
GhhhhhgggfffgggghhjjhytrrffffgggggggggggggGhhhhhgggfffgggghhjjhytrrffffggggggggggggg
Ghhhhhgggfffgggghhjjhytrrffffggggggggggggg
LaraibIrshad8
 
AI in Fashion_Dr. Shayestha Fathima.pptx
AI in Fashion_Dr. Shayestha Fathima.pptxAI in Fashion_Dr. Shayestha Fathima.pptx
AI in Fashion_Dr. Shayestha Fathima.pptx
Shayestha Fathima
 
ecc3d98e-fb3b-4fe4-a6ff-fbd8d2a86392.pdf
ecc3d98e-fb3b-4fe4-a6ff-fbd8d2a86392.pdfecc3d98e-fb3b-4fe4-a6ff-fbd8d2a86392.pdf
ecc3d98e-fb3b-4fe4-a6ff-fbd8d2a86392.pdf
MojtabaMeghdari
 
Enemy Encounter Standards for Hogwarts Legacy
Enemy Encounter Standards for Hogwarts LegacyEnemy Encounter Standards for Hogwarts Legacy
Enemy Encounter Standards for Hogwarts Legacy
AidanOKeefe2
 
New PPT Template for operations on field.pptx
New PPT Template for operations on field.pptxNew PPT Template for operations on field.pptx
New PPT Template for operations on field.pptx
hicham benkhelifa
 
AI or not AI?How to detect ai-gen images.pdf
AI or not AI?How to detect ai-gen images.pdfAI or not AI?How to detect ai-gen images.pdf
AI or not AI?How to detect ai-gen images.pdf
Pixeldarts
 
Building Accessibility into your Design Systems
Building Accessibility into your Design SystemsBuilding Accessibility into your Design Systems
Building Accessibility into your Design Systems
Resolute
 
The Death of Slim Shady HatThe Death of Slim Shady Hat
The Death of Slim Shady HatThe Death of Slim Shady HatThe Death of Slim Shady HatThe Death of Slim Shady Hat
The Death of Slim Shady HatThe Death of Slim Shady Hat
TeeFusion
 
Temple Architecture in India - 9 major styles · UPSCprep.com.pdf
Temple Architecture in India - 9 major styles · UPSCprep.com.pdfTemple Architecture in India - 9 major styles · UPSCprep.com.pdf
Temple Architecture in India - 9 major styles · UPSCprep.com.pdf
taradcunha
 
Vista Blinds Catalogue Brochure by Vista Fashions
Vista Blinds Catalogue Brochure by Vista FashionsVista Blinds Catalogue Brochure by Vista Fashions
Vista Blinds Catalogue Brochure by Vista Fashions
Vista Fashions
 
Beyond Creativity: Deuglo’s UI UX Design Company in Noida, UP
Beyond Creativity: Deuglo’s UI UX Design Company in Noida, UPBeyond Creativity: Deuglo’s UI UX Design Company in Noida, UP
Beyond Creativity: Deuglo’s UI UX Design Company in Noida, UP
Deuglo Infosystem Pvt Ltd
 
20221013093917796jhhhjjjhbvhfgfgfgfg58.pdf
20221013093917796jhhhjjjhbvhfgfgfgfg58.pdf20221013093917796jhhhjjjhbvhfgfgfgfg58.pdf
20221013093917796jhhhjjjhbvhfgfgfgfg58.pdf
MojtabaMeghdari
 
Busty Girls Call Mumbai 9833325238 Unlimited Short Providing Girls Service Av...
Busty Girls Call Mumbai 9833325238 Unlimited Short Providing Girls Service Av...Busty Girls Call Mumbai 9833325238 Unlimited Short Providing Girls Service Av...
Busty Girls Call Mumbai 9833325238 Unlimited Short Providing Girls Service Av...
simran aarya
 
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
kimmi singla$A17
 
Neom | Brand Design Studio Portfolio_2024_English_Version
Neom | Brand Design Studio Portfolio_2024_English_VersionNeom | Brand Design Studio Portfolio_2024_English_Version
Neom | Brand Design Studio Portfolio_2024_English_Version
NEOM nuova comunicazione
 
Elevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
Elevate Your Interiors: Danielle Ferrazzano's Essential Design TipsElevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
Elevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
danielleferrazzanous
 
GRAPHIC DESIGNING COURSES IN LAHORE
GRAPHIC DESIGNING COURSES  IN     LAHOREGRAPHIC DESIGNING COURSES  IN     LAHORE
GRAPHIC DESIGNING COURSES IN LAHORE
Anam Kanwal
 

Recently uploaded (20)

Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
Premium Girls Call Delhi 🎈🔥9711199171 🔥💋🎈 Provide Best And Top Girl Service A...
 
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
Private Girls Call Mumbai 9920725232 Unlimited Short Providing Girls Service ...
 
UCSF degree offer diploma Transcript
UCSF degree offer diploma TranscriptUCSF degree offer diploma Transcript
UCSF degree offer diploma Transcript
 
Ghhhhhgggfffgggghhjjhytrrffffggggggggggggg
GhhhhhgggfffgggghhjjhytrrffffgggggggggggggGhhhhhgggfffgggghhjjhytrrffffggggggggggggg
Ghhhhhgggfffgggghhjjhytrrffffggggggggggggg
 
AI in Fashion_Dr. Shayestha Fathima.pptx
AI in Fashion_Dr. Shayestha Fathima.pptxAI in Fashion_Dr. Shayestha Fathima.pptx
AI in Fashion_Dr. Shayestha Fathima.pptx
 
ecc3d98e-fb3b-4fe4-a6ff-fbd8d2a86392.pdf
ecc3d98e-fb3b-4fe4-a6ff-fbd8d2a86392.pdfecc3d98e-fb3b-4fe4-a6ff-fbd8d2a86392.pdf
ecc3d98e-fb3b-4fe4-a6ff-fbd8d2a86392.pdf
 
Enemy Encounter Standards for Hogwarts Legacy
Enemy Encounter Standards for Hogwarts LegacyEnemy Encounter Standards for Hogwarts Legacy
Enemy Encounter Standards for Hogwarts Legacy
 
New PPT Template for operations on field.pptx
New PPT Template for operations on field.pptxNew PPT Template for operations on field.pptx
New PPT Template for operations on field.pptx
 
AI or not AI?How to detect ai-gen images.pdf
AI or not AI?How to detect ai-gen images.pdfAI or not AI?How to detect ai-gen images.pdf
AI or not AI?How to detect ai-gen images.pdf
 
Building Accessibility into your Design Systems
Building Accessibility into your Design SystemsBuilding Accessibility into your Design Systems
Building Accessibility into your Design Systems
 
The Death of Slim Shady HatThe Death of Slim Shady Hat
The Death of Slim Shady HatThe Death of Slim Shady HatThe Death of Slim Shady HatThe Death of Slim Shady Hat
The Death of Slim Shady HatThe Death of Slim Shady Hat
 
Temple Architecture in India - 9 major styles · UPSCprep.com.pdf
Temple Architecture in India - 9 major styles · UPSCprep.com.pdfTemple Architecture in India - 9 major styles · UPSCprep.com.pdf
Temple Architecture in India - 9 major styles · UPSCprep.com.pdf
 
Vista Blinds Catalogue Brochure by Vista Fashions
Vista Blinds Catalogue Brochure by Vista FashionsVista Blinds Catalogue Brochure by Vista Fashions
Vista Blinds Catalogue Brochure by Vista Fashions
 
Beyond Creativity: Deuglo’s UI UX Design Company in Noida, UP
Beyond Creativity: Deuglo’s UI UX Design Company in Noida, UPBeyond Creativity: Deuglo’s UI UX Design Company in Noida, UP
Beyond Creativity: Deuglo’s UI UX Design Company in Noida, UP
 
20221013093917796jhhhjjjhbvhfgfgfgfg58.pdf
20221013093917796jhhhjjjhbvhfgfgfgfg58.pdf20221013093917796jhhhjjjhbvhfgfgfgfg58.pdf
20221013093917796jhhhjjjhbvhfgfgfgfg58.pdf
 
Busty Girls Call Mumbai 9833325238 Unlimited Short Providing Girls Service Av...
Busty Girls Call Mumbai 9833325238 Unlimited Short Providing Girls Service Av...Busty Girls Call Mumbai 9833325238 Unlimited Short Providing Girls Service Av...
Busty Girls Call Mumbai 9833325238 Unlimited Short Providing Girls Service Av...
 
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
Celebrity Girls Call Delhi 🛵🚡9711199171 💃 Choose Best And Top Girl Service An...
 
Neom | Brand Design Studio Portfolio_2024_English_Version
Neom | Brand Design Studio Portfolio_2024_English_VersionNeom | Brand Design Studio Portfolio_2024_English_Version
Neom | Brand Design Studio Portfolio_2024_English_Version
 
Elevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
Elevate Your Interiors: Danielle Ferrazzano's Essential Design TipsElevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
Elevate Your Interiors: Danielle Ferrazzano's Essential Design Tips
 
GRAPHIC DESIGNING COURSES IN LAHORE
GRAPHIC DESIGNING COURSES  IN     LAHOREGRAPHIC DESIGNING COURSES  IN     LAHORE
GRAPHIC DESIGNING COURSES IN LAHORE
 

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:
  • 23. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 23
  • 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:
  • 29. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 29
  • 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:
  • 36. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 36
  • 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  
  • 45. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 45
  • 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:
  • 57. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 57
  • 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
  • 67. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 67
  • 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:
  • 69. NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 69
  • 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!