Culturability - Nathalie Nahai

All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

CULTURABILITY

IS YOUR WEBSITE ALIENATING HALF YOUR AUDIENCE?


1  INTRODUCTION

2  HOFSTEDE’S DIMENSIONS

3  KEY TAKEAWAYS

4  Q & A

@THEWEBPSYCH #WEBPSYCHOLOGY


1  INTRODUCTION


3  KEY TAKEAWAYS

4  Q & A



1  INTRODUCTION


3  KEY TAKEAWAYS

4  Q & A



FIRST… AN INTRODUCTION


WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION

Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA





3 SECRETS TO ONLINE SUCCESS



1  KNOW WHO YOU’RE TARGETING

2  COMMUNICATE PERSUASIVELY

3  SELL WITH INTEGRITY













WEB PSYCHOLOGY

The empirical study of how online environments influence our attitudes and behaviours

“ @THEWEBPSYCH #WEBPSYCHOLOGY

”


WEB PSYCHOLOGY

HCI

neuro- aesthetics

user experience

social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics



IT’S ABOUT CONTEXT

PSYCHOLOGY INDIVIDUAL CULTURAL



WHAT IS CULTURE?


CULTURE

A shared set of values that influence societal perceptions, attitudes,

preferences, and responses “ - Robbins & Stylianou (2002) ” @THEWEBPSYCH #WEBPSYCHOLOGY


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 #WEBPSYCHOLOGY


WHY IS CULTURE IMPORTANT ONLINE?


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)



A GLOBAL PICTURE






A GLOBAL PICTURE






CULTURE-SPECIFIC

Different cultural groups employ different usage strategies

when using the same interface [ ] @THEWEBPSYCH #WEBPSYCHOLOGY


CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS

3  SOCIAL CONTEXTS

4  SYMBOLS

5  AESTHETICS



CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS


4  SYMBOLS

5  AESTHETICS



CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS


4  SYMBOLS

5  AESTHETICS



CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS


4  SYMBOLS

5  AESTHETICS



CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS


4  SYMBOLS

5  AESTHETICS



CULTURABILITY

The relationship between culture and usability

in WWW design “ - Barber & Badre (1998)

@THEWEBPSYCH #WEBPSYCHOLOGY ”


2 HOFSTEDE’S DIMENSIONS


CULTURE

The collective mental programming of the human mind which distinguishes one

group of people from another “ - Hofstede (2010) ”



HOFSTEDE’S DIMENSIONS

1  POWER DISTANCE




1  POWER DISTANCE

2  INDIVIDUALISM vs COLLECTIVISM




1  POWER DISTANCE


3  MASCULINITY vs FEMININITY




1  POWER DISTANCE



4  UNCERTAINTY AVOIDANCE




1  POWER DISTANCE




5  LONG- vs SHORT-TERM ORIENTATION




1  POWER DISTANCE





6  INDLUGENCE vs RESTRAINT



TODAY’S TALK

1  POWER DISTANCE





6  INDLUGENCE vs RESTRAINT



2 INDIVIDUALISM VS COLLECTIVISM


INDIVIDUALISM / COLLECTIVISM

Whether a culture’s members define their self-image in

terms of ‘I’ or ‘we’ “ ” @THEWEBPSYCH #WEBPSYCHOLOGY


PSYCH PROFILE

HIGH IDV: USA

Loose-knit, autonomy, freedom, challenge, personal time, motivated by extrinsic factors LOW COL: CHINA

Large cohesive social networks, loyalty, physical conditions, intrinsic rewards



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





































EXCITEMENT



EXCITEMENT



COMPETITION



CONTRAVERSIAL



FAVOUR YOUTH



INDIVIDUALIST



EXCITING LANGUAGE



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 @THEWEBPSYCH #WEBPSYCHOLOGY




































‘WE’ NOT ‘ME’



TRADITIONS



3 KEY TAKEAWAYS


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



KEY TAKEAWAYS







KEY TAKEAWAYS







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



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.



4 Q & A



THANK YOU!

WEB PSYCHOLOGY ROCKS ; )

Marketing

Culturability - Nathalie Nahai