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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 KEY TAKEAWAYS
4 Q & A
@THEWEBPSYCH
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
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
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
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.
WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
@THEWEBPSYCH
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.
3 SECRETS TO ONLINE SUCCESS
@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.
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.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WHAT IS CULTURE?
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WHY IS CULTURE IMPORTANT ONLINE?
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
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.
CULTURE-SPECIFIC
Different cultural groups employ different usage strategies
when using the same interface [ ] @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.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
2 HOFSTEDE’S DIMENSIONS
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
4 UNCERTAINTY AVOIDANCE
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
UNCERTAINTY AVOIDANCE
Measures how uncomfortable we are with ambiguity “ ”
@THEWEBPSYCH
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
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CLEAR NAVIGATION
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
PREDICTABLE & ASSURING
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
EXPLICIT TEXT & IMAGES
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
FACILITATE OPEN DIALOGUE
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
PLAIN LANGUAGE
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
ENABLE GREATER RISKS
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
COMPLEXITY
LAYERED NAVIGATION
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
5 LONG-TERM VS SHORT-TERM
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
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
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
PRACTICAL VALUE
PRACTICAL VALUE
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
TRADITION
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
NAVIGATION LESS STRUCTURED
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
INSTANT GRATIFICATION
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
RAPID
RAPID
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
TRENDS
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
6 INDULGENCE VS RESTRAINT
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
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
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
FUN
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
EASY
EASY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HONEST DISCUSSION
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
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
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
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
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
COMMUNITY
COMMUNITY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
SAVE MONEY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
STRUCTURED
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
3 KEY TAKEAWAYS
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
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
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
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
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