culture and its influence on websites (part 2)
DESCRIPTION
In this keynote presentation for SearchLove (London 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 PART 2
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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 4: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/4.jpg)
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
![Page 5: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/5.jpg)
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
![Page 6: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/6.jpg)
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1 INTRODUCTION
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WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
@THEWEBPSYCH
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@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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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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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
![Page 27: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/27.jpg)
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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 INDLUGENCE 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 INDLUGENCE 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 INDLUGENCE vs RESTRAINT
@THEWEBPSYCH
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4 UNCERTAINTY AVOIDANCE
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UNCERTAINTY AVOIDANCE
Measures how uncomfortable we are with ambiguity “ ”
@THEWEBPSYCH
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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
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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
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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
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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
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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
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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
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CLEAR NAVIGATION
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PREDICTABLE & ASSURING
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EXPLICIT TEXT & IMAGES
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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
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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
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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
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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
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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
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FACILITATE OPEN DIALOGUE
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PLAIN LANGUAGE
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ENABLE GREATER RISKS
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COMPLEXITY
LAYERED NAVIGATION
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5 LONG-TERM VS SHORT-TERM
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LONG-TERM / SHORT-TERM
The human search for virtue, based on Confucian dynamism:
truth is relative vs. absolute “ ” @THEWEBPSYCH
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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
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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
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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
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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
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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
![Page 64: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/64.jpg)
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
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![Page 66: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/66.jpg)
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PRACTICAL VALUE
PRACTICAL VALUE
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TRADITION
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NAVIGATION LESS STRUCTURED
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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
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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
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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
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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
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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
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![Page 75: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/75.jpg)
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INSTANT GRATIFICATION
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RAPID
RAPID
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TRENDS
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6 INDULGENCE VS RESTRAINT
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INDULGENCE / RESTRAINT
The extent to which society allows us to have fun and enjoy life through free
gratification of natural drives “ ” @THEWEBPSYCH
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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
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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
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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
![Page 83: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/83.jpg)
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
![Page 84: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/84.jpg)
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
![Page 85: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/85.jpg)
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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
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![Page 87: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/87.jpg)
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FUN
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EASY
EASY
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HONEST DISCUSSION
![Page 90: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/90.jpg)
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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
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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
![Page 92: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/92.jpg)
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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
![Page 93: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/93.jpg)
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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
![Page 94: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/94.jpg)
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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
![Page 95: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/95.jpg)
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![Page 96: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/96.jpg)
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COMMUNITY
COMMUNITY
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SAVE MONEY
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STRUCTURED
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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 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
2 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
3 USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN
@THEWEBPSYCH
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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
![Page 102: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/102.jpg)
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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
![Page 103: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/103.jpg)
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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.
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
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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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4 Q & A
![Page 106: Culture and its influence on websites (part 2)](https://reader036.vdocuments.us/reader036/viewer/2022081802/53efe4d38d7f72e94b8b4576/html5/thumbnails/106.jpg)
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THANK YOU!
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