Nathalie Nahai - Culturability

Transcript

1. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURABILITY IS YOUR WEBSITE ALIENATING HALF YOUR AUDIENCE?
2. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  KEY TAKEAWAYS 4  Q & A @THEWEBPSYCH
3. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  KEY TAKEAWAYS 4  Q & A @THEWEBPSYCH
4. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  KEY TAKEAWAYS 4  Q & A @THEWEBPSYCH
5. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  INTRODUCTION 2  HOFSTEDE’S DIMENSIONS 3  KEY TAKEAWAYS 4  Q & A @THEWEBPSYCH
6. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1 INTRODUCTION
7. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA @THEWEBPSYCH
8. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. @THEWEBPSYCH
9. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 SECRETS TO ONLINE SUCCESS @THEWEBPSYCH
10. 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
11. 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
12. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1  KNOW WHO YOU’RE TARGETING 2  COMMUNICATE PERSUASIVELY 3  SELL WITH INTEGRITY @THEWEBPSYCH
13. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WEB PSYCHOLOGY The empirical study of how online environments influence our attitudes and behaviours “ ” @THEWEBPSYCH
14. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WEB PSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics @THEWEBPSYCH
15. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL @THEWEBPSYCH
16. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WHAT IS CULTURE?
17. 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
18. 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
19. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. WHY IS CULTURE IMPORTANT ONLINE?
20. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. A GLOBAL PICTURE GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY GLOBAL INTERNET PENETRATION RATES RISING SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA) @THEWEBPSYCH
21. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. A GLOBAL PICTURE GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY GLOBAL INTERNET PENETRATION RATES RISING SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA) @THEWEBPSYCH
22. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 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
23. 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
24. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC 1  LANGUAGE 2  BODY POSITIONS 3  SOCIAL CONTEXTS 4  SYMBOLS 5  AESTHETICS @THEWEBPSYCH
25. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC 1  LANGUAGE 2  BODY POSITIONS 3  SOCIAL CONTEXTS 4  SYMBOLS 5  AESTHETICS @THEWEBPSYCH
26. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC 1  LANGUAGE 2  BODY POSITIONS 3  SOCIAL CONTEXTS 4  SYMBOLS 5  AESTHETICS @THEWEBPSYCH
27. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC 1  LANGUAGE 2  BODY POSITIONS 3  SOCIAL CONTEXTS 4  SYMBOLS 5  AESTHETICS @THEWEBPSYCH
28. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CULTURE-SPECIFIC 1  LANGUAGE 2  BODY POSITIONS 3  SOCIAL CONTEXTS 4  SYMBOLS 5  AESTHETICS @THEWEBPSYCH
29. 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
30. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2 HOFSTEDE’S DIMENSIONS
31. 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
32. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HOFSTEDE’S DIMENSIONS 1  POWER DISTANCE 2  INDIVIDUALISM vs COLLECTIVISM 3  MASCULINITY vs FEMININITY 4  UNCERTAINTY AVOIDANCE 5  LONG- vs SHORT-TERM ORIENTATION 6  INDLUGENCE vs RESTRAINT @THEWEBPSYCH
33. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HOFSTEDE’S DIMENSIONS 1  POWER DISTANCE 2  INDIVIDUALISM vs COLLECTIVISM 3  MASCULINITY vs FEMININITY 4  UNCERTAINTY AVOIDANCE 5  LONG- vs SHORT-TERM ORIENTATION 6  INDLUGENCE vs RESTRAINT @THEWEBPSYCH
34. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HOFSTEDE’S DIMENSIONS 1  POWER DISTANCE 2  INDIVIDUALISM vs COLLECTIVISM 3  MASCULINITY vs FEMININITY 4  UNCERTAINTY AVOIDANCE 5  LONG- vs SHORT-TERM ORIENTATION 6  INDLUGENCE vs RESTRAINT @THEWEBPSYCH
35. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 4 UNCERTAINTY AVOIDANCE
36. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. UNCERTAINTY AVOIDANCE Measures how uncomfortable we are with ambiguity “ ” @THEWEBPSYCH
37. 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
38. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH UAI – DO THIS: 1  REDUCE AMBIGUITY 2  CLEAR NAVIGATION, STRUCTURE 3  PREDICTABLE + ASSURING USER JOURNEY 4  AVOID POP-UPS / NON-ESSENTIAL INFO 5  EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH
39. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH UAI – DO THIS: 1  REDUCE AMBIGUITY 2  CLEAR NAVIGATION, STRUCTURE 3  PREDICTABLE + ASSURING USER JOURNEY 4  AVOID POP-UPS / NON-ESSENTIAL INFO 5  EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH
40. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH UAI – DO THIS: 1  REDUCE AMBIGUITY 2  CLEAR NAVIGATION, STRUCTURE 3  PREDICTABLE + ASSURING USER JOURNEY 4  AVOID POP-UPS / NON-ESSENTIAL INFO 5  EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH
41. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH UAI – DO THIS: 1  REDUCE AMBIGUITY 2  CLEAR NAVIGATION, STRUCTURE 3  PREDICTABLE + ASSURING USER JOURNEY 4  AVOID POP-UPS / NON-ESSENTIAL INFO 5  EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH
42. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH UAI – DO THIS: 1  REDUCE AMBIGUITY 2  CLEAR NAVIGATION, STRUCTURE 3  PREDICTABLE + ASSURING USER JOURNEY 4  AVOID POP-UPS / NON-ESSENTIAL INFO 5  EXPLICIT LANGUAGE AND IMAGES @THEWEBPSYCH
43. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
44. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. CLEAR NAVIGATION  
45. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. PREDICTABLE & ASSURING  
46. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EXPLICIT TEXT & IMAGES  
47. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW UAI – DO THIS: 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 @THEWEBPSYCH
48. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW UAI – DO THIS: 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 @THEWEBPSYCH
49. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW UAI – DO THIS: 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 @THEWEBPSYCH
50. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW UAI – DO THIS: 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 @THEWEBPSYCH
51. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW UAI – DO THIS: 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 @THEWEBPSYCH
52. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
53. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. FACILITATE OPEN DIALOGUE  
54. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. PLAIN LANGUAGE  
55. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. ENABLE GREATER RISKS  
56. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. COMPLEXITY   LAYERED NAVIGATION  
57. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 5 LONG-TERM VS SHORT-TERM
58. 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
59. 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
60. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH LTO – DO THIS: 1  OFFER PRACTICAL VALUE, FREE MATERIALS 2  MAKE CONTENT NON TIME-CRITICAL, LONG-TERM 3  EMPHASISE TRADITION, HERITAGE, HISTORY 4  NAVIGATION CAN BE LESS STRUCTURED 5  TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH
61. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH LTO – DO THIS: 1  OFFER PRACTICAL VALUE, FREE MATERIALS 2  MAKE CONTENT NON TIME-CRITICAL, LONG-TERM 3  EMPHASISE TRADITION, HERITAGE, HISTORY 4  NAVIGATION CAN BE LESS STRUCTURED 5  TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH
62. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH LTO – DO THIS: 1  OFFER PRACTICAL VALUE, FREE MATERIALS 2  MAKE CONTENT NON TIME-CRITICAL, LONG-TERM 3  EMPHASISE TRADITION, HERITAGE, HISTORY 4  NAVIGATION CAN BE LESS STRUCTURED 5  TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH
63. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH LTO – DO THIS: 1  OFFER PRACTICAL VALUE, FREE MATERIALS 2  MAKE CONTENT NON TIME-CRITICAL, LONG-TERM 3  EMPHASISE TRADITION, HERITAGE, HISTORY 4  NAVIGATION CAN BE LESS STRUCTURED 5  TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH
64. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH LTO – DO THIS: 1  OFFER PRACTICAL VALUE, FREE MATERIALS 2  MAKE CONTENT NON TIME-CRITICAL, LONG-TERM 3  EMPHASISE TRADITION, HERITAGE, HISTORY 4  NAVIGATION CAN BE LESS STRUCTURED 5  TAKE SMALLER RECURRING PAYMENTS @THEWEBPSYCH
65. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
66. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. PRACTICAL VALUE   PRACTICAL VALUE    
67. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. TRADITION  
68. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. NAVIGATION LESS STRUCTURED  
69. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH STO – DO THIS: 1  INSTANT GRATIFICATION – IMMEDIATE ACCESS 2  CUSTOMER RATINGS 3  FACTS, EVIDENCE, CERTAINTY 4  REFLECT RELEVANT SOCIAL TRENDS 5  RAPID CUSTOMER SERVICE @THEWEBPSYCH
70. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH STO – DO THIS: 1  INSTANT GRATIFICATION – IMMEDIATE ACCESS 2  CUSTOMER RATINGS 3  FACTS, EVIDENCE, CERTAINTY 4  REFLECT RELEVANT SOCIAL TRENDS 5  RAPID CUSTOMER SERVICE @THEWEBPSYCH
71. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH STO – DO THIS: 1  INSTANT GRATIFICATION – IMMEDIATE ACCESS 2  CUSTOMER RATINGS 3  FACTS, EVIDENCE, CERTAINTY 4  REFLECT RELEVANT SOCIAL TRENDS 5  RAPID CUSTOMER SERVICE @THEWEBPSYCH
72. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH STO – DO THIS: 1  INSTANT GRATIFICATION – IMMEDIATE ACCESS 2  CUSTOMER RATINGS 3  FACTS, EVIDENCE, CERTAINTY 4  REFLECT RELEVANT SOCIAL TRENDS 5  RAPID CUSTOMER SERVICE @THEWEBPSYCH
73. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH STO – DO THIS: 1  INSTANT GRATIFICATION – IMMEDIATE ACCESS 2  CUSTOMER RATINGS 3  FACTS, EVIDENCE, CERTAINTY 4  REFLECT RELEVANT SOCIAL TRENDS 5  RAPID CUSTOMER SERVICE @THEWEBPSYCH
74. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
75. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. INSTANT GRATIFICATION  
76. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. RAPID   RAPID  
77. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. TRENDS  
78. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 6 INDULGENCE VS RESTRAINT
79. 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
80. 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, tightly- knit, cynical, frugal, moral discipline @THEWEBPSYCH
81. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH IVR – DO THIS: 1  MAKE INTERACTIONS FUN 2  GIVE AWAY ENTERTAINING FREEBIES 3  USE AND ENCOURAGE UGC 4  PROVIDE HONEST DISCUSSION 5  GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH
82. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH IVR – DO THIS: 1  MAKE INTERACTIONS FUN 2  GIVE AWAY ENTERTAINING FREEBIES 3  USE AND ENCOURAGE UGC 4  PROVIDE HONEST DISCUSSION 5  GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH
83. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH IVR – DO THIS: 1  MAKE INTERACTIONS FUN 2  GIVE AWAY ENTERTAINING FREEBIES 3  USE AND ENCOURAGE UGC 4  PROVIDE HONEST DISCUSSION 5  GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH
84. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH IVR – DO THIS: 1  MAKE INTERACTIONS FUN 2  GIVE AWAY ENTERTAINING FREEBIES 3  USE AND ENCOURAGE UGC 4  PROVIDE HONEST DISCUSSION 5  GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH
85. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HIGH IVR – DO THIS: 1  MAKE INTERACTIONS FUN 2  GIVE AWAY ENTERTAINING FREEBIES 3  USE AND ENCOURAGE UGC 4  PROVIDE HONEST DISCUSSION 5  GENDER ROLES LOOSE, RANGE OF MODELS @THEWEBPSYCH
86. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
87. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. FUN  
88. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. EASY   EASY  
89. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. HONEST DISCUSSION  
90. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW IVR – DO THIS: 1  EMPHASISE HOW YOU SERVE THE COMMUNITY 2  FRUGAL, SHOW HOW THEY CAN SAVE MONEY 3  STRICT, CULTURED GENDER ROLES 4  WEBSITE SHOULD BE STRUCTURED, PREDICTABLE 5  USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH
91. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW IVR – DO THIS: 1  EMPHASISE HOW YOU SERVE THE COMMUNITY 2  FRUGAL, SHOW HOW THEY CAN SAVE MONEY 3  STRICT, CULTURED GENDER ROLES 4  WEBSITE SHOULD BE STRUCTURED, PREDICTABLE 5  USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH
92. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW IVR – DO THIS: 1  EMPHASISE HOW YOU SERVE THE COMMUNITY 2  FRUGAL, SHOW HOW THEY CAN SAVE MONEY 3  STRICT, CULTURED GENDER ROLES 4  WEBSITE SHOULD BE STRUCTURED, PREDICTABLE 5  USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH
93. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW IVR – DO THIS: 1  EMPHASISE HOW YOU SERVE THE COMMUNITY 2  FRUGAL, SHOW HOW THEY CAN SAVE MONEY 3  STRICT, CULTURED GENDER ROLES 4  WEBSITE SHOULD BE STRUCTURED, PREDICTABLE 5  USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH
94. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. LOW IVR – DO THIS: 1  EMPHASISE HOW YOU SERVE THE COMMUNITY 2  FRUGAL, SHOW HOW THEY CAN SAVE MONEY 3  STRICT, CULTURED GENDER ROLES 4  WEBSITE SHOULD BE STRUCTURED, PREDICTABLE 5  USE FORMAL COMMUNICATION (NOT SM) @THEWEBPSYCH
95. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
96. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. COMMUNITY   COMMUNITY  
97. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.     SAVE MONEY  
98. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. STRUCTURED  
99. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3 KEY TAKEAWAYS
100. 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
101. 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
102. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. KEY TAKEAWAYS IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE. 1  DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES 2  WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT 3  USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN @THEWEBPSYCH
103. 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
104. 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
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