Gender and culturability
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Transcript of Gender and culturability
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
GENDER & CULTURABILITY
IS YOUR WEBSITE ALIENATING HALF YOUR AUDIENCE?
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
@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
@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
@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
@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
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY
The empirical study of how online environments influence our attitudes and behaviours
“ ” @THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY
HCI
neuro- aesthetics
user experience
social psychology
cognitive psychology
neuroscience
cross-cultural psychology
behavioural economics
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
A GLOBAL PICTURE
GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY
GLOBAL INTERNET PENETRATION RATES RISING
SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA)
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
A GLOBAL PICTURE
GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY
GLOBAL INTERNET PENETRATION RATES RISING
SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA)
@THEWEBPSYCH
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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
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
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
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
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
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
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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
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 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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
‘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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
EXCITING
DYNAMIC
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MOTION
MOTION
MOTION
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COMPETITION
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
QUALITY OF LIFE
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WIDER GROUP
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3 GENDER
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- Simon (2001)
[ ] Individualistic cultures express bigger gender differences in website’s
attractiveness and usability
GENDER
@THEWEBPSYCH
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- Conde et al. (2009)
[ ] Men and women have distinctly different neural responses to
artistic and natural stimuli
NATURE VS NUTURE
@THEWEBPSYCH
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BEHAVIOURS
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@
WOMEN: BEHAVIOURS
@THEWEBPSYCH
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- Hoy & Milne (2010)
[ ] Women tend to be more concerned about third-party access to personal
information than men
WOMEN
@THEWEBPSYCH
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WOMEN
- Hoy & Milne (2010)
[ ] More likely to proactively protect their
privacy than a decade ago
@THEWEBPSYCH
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MEN: BEHAVIOURS
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
MEN
[ ] Men are generally less anxious
about going online
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEBSITES
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
EXPERIMENT
Which gender is this website targeting? [ ]
@THEWEBPSYCH
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@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH
EXPERIMENT
What about this one? [ ]
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@THEWEBPSYCH
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MEN
1 FLASHY, INTERACTIVE AND ANIMATED
2 GOAL-ORIENTED, GAMIFIED
3 MANY SUB-LEVELS
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WOMEN
1 ATTRACTED TO WEBSITE’S COLOURS
2 CLEAN, UN-CLUTTERED
3 PREFER FEWER SUB-PAGE LEVELS
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SUBCONSCIOUS
Women subconsciously prefer websites that have been designed
by other women [ ]
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4 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
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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 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
2 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
3 GENDER DIFFERENCES IN PREFERENCES AND BEHAVIOURS
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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 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
2 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
3 GENDER DIFFERENCES IN PREFERENCES AND BEHAVIOURS
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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
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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
23 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.
24 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.
25 D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp. 565–82.
26 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.
27 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.
28 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
29 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.
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5 Q & A
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