culture and its influence on websites
DESCRIPTION
In this keynote presentation for Conversion Jam (Stockholm 2013), Nathalie explains how Hofstede’s dimensions can be used to profile your audience and convert more customers on your website. Whether you're in e-commerce, consultancy, design or business, you'll discover which website elements and psychological techniques you can use to target customers from specific cultures (including your own).TRANSCRIPT
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CULTURE
AND ITS INFLUENCE ON WEBSITES
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1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 KEY TAKEAWAYS
4 Q & A
@THEWEBPSYCH
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1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 KEY TAKEAWAYS
4 Q & A
@THEWEBPSYCH
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1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 KEY TAKEAWAYS
4 Q & A
@THEWEBPSYCH
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1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 KEY TAKEAWAYS
4 Q & A
@THEWEBPSYCH
![Page 6: Culture and its influence on websites](https://reader037.vdocuments.site/reader037/viewer/2022102814/54c733864a7959551b8b4582/html5/thumbnails/6.jpg)
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1 INTRODUCTION
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@THEWEBPSYCH
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WEB PSYCHOLOGY
The empirical study of how online environments influence our attitudes and behaviours
“ ” @THEWEBPSYCH
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WEB PSYCHOLOGY
HCI
neuro- aesthetics
user experience
social psychology
cognitive psychology
neuroscience
cross-cultural psychology
behavioural economics
@THEWEBPSYCH
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IT’S ABOUT CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
@THEWEBPSYCH
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3 SECRETS TO ONLINE SUCCESS
@THEWEBPSYCH
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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH
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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH
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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH
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WHAT IS CULTURE?
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CULTURE
A shared set of values that influence societal perceptions, attitudes,
preferences, and responses “ - Robbins & Stylianou (2002) ” @THEWEBPSYCH
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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
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WHY IS CULTURE IMPORTANT ONLINE?
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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
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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
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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
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CULTURE-SPECIFIC
Different cultural groups employ different usage strategies
when using the same interface [ ] @THEWEBPSYCH
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CULTURE-SPECIFIC
1 LANGUAGE
2 BODY POSITIONS
3 SOCIAL CONTEXTS
4 SYMBOLS
5 AESTHETICS
@THEWEBPSYCH
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CULTURE-SPECIFIC
1 LANGUAGE
2 BODY POSITIONS
3 SOCIAL CONTEXTS
4 SYMBOLS
5 AESTHETICS
@THEWEBPSYCH
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CULTURE-SPECIFIC
1 LANGUAGE
2 BODY POSITIONS
3 SOCIAL CONTEXTS
4 SYMBOLS
5 AESTHETICS
@THEWEBPSYCH
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CULTURE-SPECIFIC
1 LANGUAGE
2 BODY POSITIONS
3 SOCIAL CONTEXTS
4 SYMBOLS
5 AESTHETICS
@THEWEBPSYCH
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CULTURE-SPECIFIC
1 LANGUAGE
2 BODY POSITIONS
3 SOCIAL CONTEXTS
4 SYMBOLS
5 AESTHETICS
@THEWEBPSYCH
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CULTURABILITY
The relationship between culture and usability
in WWW design “ - Barber & Badre (1998) ” @THEWEBPSYCH
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2 HOFSTEDE’S DIMENSIONS
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CULTURE
The collective mental programming of the human mind which distinguishes one
group of people from another “ - Hofstede (2010) ”
@THEWEBPSYCH
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HOFSTEDE’S DIMENSIONS
1 POWER DISTANCE
2 INDIVIDUALISM vs COLLECTIVISM
3 MASCULINITY vs FEMININITY
4 UNCERTAINTY AVOIDANCE
5 LONG- vs SHORT-TERM ORIENTATION
6 INDULGENCE vs RESTRAINT
@THEWEBPSYCH
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HOFSTEDE’S DIMENSIONS
1 POWER DISTANCE
2 INDIVIDUALISM vs COLLECTIVISM
3 MASCULINITY vs FEMININITY
4 UNCERTAINTY AVOIDANCE
5 LONG- vs SHORT-TERM ORIENTATION
6 INDULGENCE vs RESTRAINT
@THEWEBPSYCH
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HOFSTEDE’S DIMENSIONS
1 POWER DISTANCE
2 INDIVIDUALISM vs COLLECTIVISM
3 MASCULINITY vs FEMININITY
4 UNCERTAINTY AVOIDANCE
5 LONG- vs SHORT-TERM ORIENTATION
6 INDULGENCE vs RESTRAINT
@THEWEBPSYCH
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1 POWER DISTANCE
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POWER DISTANCE
The extent to which less powerful members of society expect and accept
unequal power distribution “ ” @THEWEBPSYCH
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PSYCH PROFILE
HIGH PDI: SAUDI ARABIA
Huge divides between rich/poor, tall hierarchies, centralised political power LOW PDI: AUSTRIA
Equality, small differences in salary/status, flatter hierarchies
@THEWEBPSYCH
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HIGH PDI – DO THIS:
1 EMPHASISE ORDER WITHIN YOUR WEBSITE
2 CLEAR HIERARCHY OF CONTENT
3 CULTURAL / NATIONAL SYMBOLS
4 AUTHORITY FIGURES
5 OFFICIAL STAMPS, CERTIFICATIONS
@THEWEBPSYCH
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HIGH PDI – DO THIS:
1 EMPHASISE ORDER WITHIN YOUR WEBSITE
2 CLEAR HIERARCHY OF CONTENT
3 CULTURAL / NATIONAL SYMBOLS
4 AUTHORITY FIGURES
5 OFFICIAL STAMPS, CERTIFICATIONS
@THEWEBPSYCH
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HIGH PDI – DO THIS:
1 EMPHASISE ORDER WITHIN YOUR WEBSITE
2 CLEAR HIERARCHY OF CONTENT
3 CULTURAL / NATIONAL SYMBOLS
4 AUTHORITY FIGURES
5 OFFICIAL STAMPS, CERTIFICATIONS
@THEWEBPSYCH
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HIGH PDI – DO THIS:
1 EMPHASISE ORDER WITHIN YOUR WEBSITE
2 CLEAR HIERARCHY OF CONTENT
3 CULTURAL / NATIONAL SYMBOLS
4 AUTHORITY FIGURES
5 OFFICIAL STAMPS, CERTIFICATIONS
@THEWEBPSYCH
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HIGH PDI – DO THIS:
1 EMPHASISE ORDER WITHIN YOUR WEBSITE
2 CLEAR HIERARCHY OF CONTENT
3 CULTURAL / NATIONAL SYMBOLS
4 AUTHORITY FIGURES
5 OFFICIAL STAMPS, CERTIFICATIONS
@THEWEBPSYCH
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ORDER
ORDER
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HIERARCHY
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NATIONAL SYMBOLS
NATIONAL SYMBOLS
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AUTHORITY FIGURES
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LOW PDI – DO THIS:
1 TRANSPARENCY - DISCLOSURE
2 EQUAL ACCESS
3 REPUTATION BASED ON PROFESSIONAL MERIT
4 PEERS - EARNED MEDIA
5 LOOSE STRUCTURE - EXPLORATION
@THEWEBPSYCH
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LOW PDI – DO THIS:
1 TRANSPARENCY - DISCLOSURE
2 EQUAL ACCESS
3 REPUTATION BASED ON PROFESSIONAL MERIT
4 PEERS - EARNED MEDIA
5 LOOSE STRUCTURE - EXPLORATION
@THEWEBPSYCH
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LOW PDI – DO THIS:
1 TRANSPARENCY - DISCLOSURE
2 EQUAL ACCESS
3 REPUTATION BASED ON PROFESSIONAL MERIT
4 PEERS - EARNED MEDIA
5 LOOSE STRUCTURE - EXPLORATION
@THEWEBPSYCH
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LOW PDI – DO THIS:
1 TRANSPARENCY - DISCLOSURE
2 EQUAL ACCESS
3 REPUTATION BASED ON PROFESSIONAL MERIT
4 PEERS - EARNED MEDIA
5 LOOSE STRUCTURE - EXPLORATION
@THEWEBPSYCH
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LOW PDI – DO THIS:
1 TRANSPARENCY - DISCLOSURE
2 EQUAL ACCESS
3 REPUTATION BASED ON PROFESSIONAL MERIT
4 PEERS - EARNED MEDIA
5 LOOSE STRUCTURE - EXPLORATION
@THEWEBPSYCH
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LOOSE STRUCTURE
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EARNED MEDIA
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MERIT BASED
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2 INDIVIDUALISM VS COLLECTIVISM
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INDIVIDUALISM / COLLECTIVISM
Whether a culture’s members define their self-image in
terms of ‘I’ or ‘we’ “ ” @THEWEBPSYCH
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PSYCH PROFILE
HIGH IDV: USA
Loose-knit, autonomy, freedom, challenge, personal time, motivated by extrinsic factors HIGH COL: CHINA
Large cohesive social networks, loyalty, physical conditions, intrinsic rewards
@THEWEBPSYCH
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HIGH IDV – DO THIS:
1 PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2 DIFFERENCE / NOVELTY
3 COMPETITION / CHALLENGES
4 USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5 IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS
@THEWEBPSYCH
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HIGH IDV – DO THIS:
1 PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2 DIFFERENCE / NOVELTY
3 COMPETITION / CHALLENGES
4 USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5 IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS
@THEWEBPSYCH
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HIGH IDV – DO THIS:
1 PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2 DIFFERENCE / NOVELTY
3 COMPETITION / CHALLENGES
4 USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5 IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS
@THEWEBPSYCH
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HIGH IDV – DO THIS:
1 PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2 DIFFERENCE / NOVELTY
3 COMPETITION / CHALLENGES
4 USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5 IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS
@THEWEBPSYCH
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HIGH IDV – DO THIS:
1 PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2 DIFFERENCE / NOVELTY
3 COMPETITION / CHALLENGES
4 USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5 IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS
@THEWEBPSYCH
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EXCITEMENT
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EXCITEMENT
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COMPETITION
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CONTRAVERSIAL
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FAVOUR YOUTH
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INDIVIDUALIST
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EXCITING LANGUAGE
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HIGH COL – DO THIS:
1 ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’
2 RESPECT MORAL TENETS, TRADITIONS, STATUS
3 CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES
4 WISDOM, EXPERIENCE OF AGE
5 PRIVACY / SECURITY OF PERSONAL INFO
@THEWEBPSYCH
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HIGH COL – DO THIS:
1 ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’
2 RESPECT MORAL TENETS, TRADITIONS, STATUS
3 CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES
4 WISDOM, EXPERIENCE OF AGE
5 PRIVACY / SECURITY OF PERSONAL INFO
@THEWEBPSYCH
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HIGH COL – DO THIS:
1 ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’
2 RESPECT MORAL TENETS, TRADITIONS, STATUS
3 CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES
4 WISDOM, EXPERIENCE OF AGE
5 PRIVACY / SECURITY OF PERSONAL INFO
@THEWEBPSYCH
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HIGH COL – DO THIS:
1 ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’
2 RESPECT MORAL TENETS, TRADITIONS, STATUS
3 CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES
4 WISDOM, EXPERIENCE OF AGE
5 PRIVACY / SECURITY OF PERSONAL INFO
@THEWEBPSYCH
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HIGH COL – DO THIS:
1 ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’
2 RESPECT MORAL TENETS, TRADITIONS, STATUS
3 CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES
4 WISDOM, EXPERIENCE OF AGE
5 PRIVACY / SECURITY OF PERSONAL INFO
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‘WE’ NOT ‘ME’
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TRADITIONS
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3 MASCULINITY VS FEMININITY
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MASCULINITY / FEMININITY
Masculine = distinct gender roles Feminine = blurred gender roles, quality
of life, tenderness towards others “ ” @THEWEBPSYCH
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PSYCH PROFILE
HIGH MAS: JAPAN
Distinct roles, measure success by material rewards, assertive, heroism, achievement HIGH FEM: SWEDEN
Focus on relationships, consensus, social cohesion, cooperation, home
@THEWEBPSYCH
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HIGH MAS – DO THIS:
1 INTERACTIVE, EXCITING, DYNAMIC
2 BE EXPLICIT AS TO WHOM YOU’RE TARGETING
3 GAMIFICATION, GOAL-ORIENTED CHALLENGES
4 USE MOTION, VIDEO
5 LIMITED-TIME COMPETITIONS / OFFERS
@THEWEBPSYCH
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HIGH MAS – DO THIS:
1 INTERACTIVE, EXCITING, DYNAMIC
2 BE EXPLICIT AS TO WHOM YOU’RE TARGETING
3 GAMIFICATION, GOAL-ORIENTED CHALLENGES
4 USE MOTION, VIDEO
5 LIMITED-TIME COMPETITIONS / OFFERS
@THEWEBPSYCH
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HIGH MAS – DO THIS:
1 INTERACTIVE, EXCITING, DYNAMIC
2 BE EXPLICIT AS TO WHOM YOU’RE TARGETING
3 GAMIFICATION, GOAL-ORIENTED CHALLENGES
4 USE MOTION, VIDEO
5 LIMITED-TIME COMPETITIONS / OFFERS
@THEWEBPSYCH
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HIGH MAS – DO THIS:
1 INTERACTIVE, EXCITING, DYNAMIC
2 BE EXPLICIT AS TO WHOM YOU’RE TARGETING
3 GAMIFICATION, GOAL-ORIENTED CHALLENGES
4 USE MOTION, VIDEO
5 LIMITED-TIME COMPETITIONS / OFFERS
@THEWEBPSYCH
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HIGH MAS – DO THIS:
1 INTERACTIVE, EXCITING, DYNAMIC
2 BE EXPLICIT AS TO WHOM YOU’RE TARGETING
3 GAMIFICATION, GOAL-ORIENTED CHALLENGES
4 USE MOTION, VIDEO
5 LIMITED-TIME COMPETITIONS / OFFERS
@THEWEBPSYCH
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EXCITING
DYNAMIC
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MOTION
MOTION
MOTION
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COMPETITION
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EXPLICIT
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HIGH FEM – DO THIS:
1 BENEFIT THE WIDER GROUP
2 IMPROVE QUALITY OF LIFE
3 DON’T PROJECT YOUR GENDER ROLES
4 COLLABORATE WITH YOUR CUSTOMERS
5 REFLECT AUDIENCE’S AESTHETIC PREFERENCES
@THEWEBPSYCH
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HIGH FEM – DO THIS:
1 BENEFIT THE WIDER GROUP
2 IMPROVE QUALITY OF LIFE
3 DON’T PROJECT YOUR GENDER ROLES
4 COLLABORATE WITH YOUR CUSTOMERS
5 REFLECT AUDIENCE’S AESTHETIC PREFERENCES
@THEWEBPSYCH
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HIGH FEM – DO THIS:
1 BENEFIT THE WIDER GROUP
2 IMPROVE QUALITY OF LIFE
3 DON’T PROJECT YOUR GENDER ROLES
4 COLLABORATE WITH YOUR CUSTOMERS
5 REFLECT AUDIENCE’S AESTHETIC PREFERENCES
@THEWEBPSYCH
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HIGH FEM – DO THIS:
1 BENEFIT THE WIDER GROUP
2 IMPROVE QUALITY OF LIFE
3 DON’T PROJECT YOUR GENDER ROLES
4 COLLABORATE WITH YOUR CUSTOMERS
5 REFLECT AUDIENCE’S AESTHETIC PREFERENCES
@THEWEBPSYCH
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HIGH FEM – DO THIS:
1 BENEFIT THE WIDER GROUP
2 IMPROVE QUALITY OF LIFE
3 DON’T PROJECT YOUR GENDER ROLES
4 COLLABORATE WITH YOUR CUSTOMERS
5 REFLECT AUDIENCE’S AESTHETIC PREFERENCES
@THEWEBPSYCH
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QUALITY OF LIFE
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WIDER GROUP
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3 KEY TAKEAWAYS
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KEY TAKEAWAYS
IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE.
1 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
2 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
3 GENDER DIFFERENCES IN PREFERENCES AND BEHAVIOURS
@THEWEBPSYCH
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KEY TAKEAWAYS
IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE.
1 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
2 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
3 GENDER DIFFERENCES IN PREFERENCES AND BEHAVIOURS
@THEWEBPSYCH
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KEY TAKEAWAYS
IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE.
1 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
2 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
3 GENDER DIFFERENCES IN PREFERENCES AND BEHAVIOURS
@THEWEBPSYCH
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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.
10 G. Hofstede (2010). Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill.
11 http://www.aeroflot.ru
12 http://www.nana10.co.il
13 http://www.nastygal.com
14 http://www.kmb.hk/tc
15 http://www.cocacola.co.jp
16 http://sverigesradio.se
@THEWEBPSYCH
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REFERENCES 17 http://tiu.ru
18 http://www.stumbleupon.com
19 http://www.suning.com
20 http://www.next.co.uk
21 http://www.neobux.com
22 http://www.offerna.com
@THEWEBPSYCH
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4 Q & A
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THANK YOU! TheWebPsychologist.com/CJ13 THE WEB PSYCHOLOGIST.COM @THEWEBPSYCH