The document discusses how cultural differences can impact website design and user experience. It covers Hofstede's dimensions of culture, including power distance and individualism vs. collectivism. Specific recommendations are provided for designing websites that are more culturally sensitive, such as emphasizing order and hierarchy for high power distance cultures, and transparency and loose structure for low power distance cultures. The goal is to avoid alienating visitors from different cultural backgrounds.

1. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
GENDER &
CULTURABILITY
IS YOUR WEBSITE ALIENATING
HALF YOUR AUDIENCE?

2. 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

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1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 GENDER
4 KEY TAKEAWAYS
5 Q & A
@THEWEBPSYCH

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1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 GENDER
4 KEY TAKEAWAYS
5 Q & A
@THEWEBPSYCH

5. 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

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1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 GENDER
4 KEY TAKEAWAYS
5 Q & A
@THEWEBPSYCH

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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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WEBPSYCHOLOGY
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

34. 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

38. 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

39. 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

40. 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

41. 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

42. 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

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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

50. 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

51. 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

52. 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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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

60. 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

61. 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

62. 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

63. 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

64. 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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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

74. 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

75. 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

76. 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

77. 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

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79. 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

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

84. 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

85. 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

86. 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

87. 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

88. 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

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90. 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

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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

95. 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

96. 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

97. 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

98. 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

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100. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
QUALITY OF LIFE

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

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

107. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
- Hoy & Milne (2010)
[ ]Women tend to be more concerned
about third-party access to personal
information than men
WOMEN
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WOMEN
- Hoy & Milne (2010)
[ ]More likely to proactively protect their
privacy than a decade ago
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MEN: BEHAVIOURS
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MEN
[ ]Men are generally less anxious
about going online
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WEBSITES

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EXPERIMENT
Which gender is this website targeting?
[ ]
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EXPERIMENT
What about this one?
[ ]

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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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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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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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