Gender and culturability

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GENDER & CULTURABILITY

IS YOUR WEBSITE ALIENATING HALF YOUR AUDIENCE?


1  INTRODUCTION

2  HOFSTEDE’S DIMENSIONS

3  GENDER

4  KEY TAKEAWAYS

5  Q & A

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1  INTRODUCTION


3  GENDER

4  KEY TAKEAWAYS

5  Q & A

@THEWEBPSYCH


1  INTRODUCTION


3  GENDER

4  KEY TAKEAWAYS

5  Q & A

@THEWEBPSYCH


1  INTRODUCTION


3  GENDER

4  KEY TAKEAWAYS

5  Q & A

@THEWEBPSYCH


1  INTRODUCTION


3  GENDER

4  KEY TAKEAWAYS

5  Q & A

@THEWEBPSYCH


1 INTRODUCTION


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WEB PSYCHOLOGY

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

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WEB PSYCHOLOGY

HCI

neuro- aesthetics

user experience

social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics

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IT’S ABOUT CONTEXT

PSYCHOLOGY INDIVIDUAL CULTURAL

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3 SECRETS TO ONLINE SUCCESS

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1  KNOW WHO YOU’RE TARGETING

2  COMMUNICATE PERSUASIVELY

3  SELL WITH INTEGRITY

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WHAT IS CULTURE?


CULTURE

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

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


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)

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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)

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A GLOBAL PICTURE




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A GLOBAL PICTURE




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CULTURE-SPECIFIC

Different cultural groups employ different usage strategies

when using the same interface [ ] @THEWEBPSYCH


CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS

3  SOCIAL CONTEXTS

4  SYMBOLS

5  AESTHETICS

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CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS


4  SYMBOLS

5  AESTHETICS

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CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS


4  SYMBOLS

5  AESTHETICS

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CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS


4  SYMBOLS

5  AESTHETICS

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CULTURE-SPECIFIC

1  LANGUAGE

2  BODY POSITIONS


4  SYMBOLS

5  AESTHETICS

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CULTURABILITY

The relationship between culture and usability

in WWW design “ - Barber & Badre (1998) ” @THEWEBPSYCH


2 HOFSTEDE’S DIMENSIONS


CULTURE

The collective mental programming of the human mind which distinguishes one

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

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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

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1  POWER DISTANCE






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1  POWER DISTANCE






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1 POWER DISTANCE


POWER DISTANCE

The extent to which less powerful members of society expect and accept

unequal power distribution “ ” @THEWEBPSYCH


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

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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

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ORDER

ORDER


HIERARCHY


NATIONAL SYMBOLS

NATIONAL SYMBOLS


AUTHORITY FIGURES


LOW PDI – DO THIS:

1  TRANSPARENCY - DISCLOSURE

2  EQUAL ACCESS

3  REPUTATION BASED ON PROFESSIONAL MERIT

4  PEERS - EARNED MEDIA

5  LOOSE STRUCTURE - EXPLORATION

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2  EQUAL ACCESS




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2  EQUAL ACCESS




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2  EQUAL ACCESS




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2  EQUAL ACCESS




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LOOSE STRUCTURE


EARNED MEDIA


MERIT BASED


2 INDIVIDUALISM VS COLLECTIVISM


INDIVIDUALISM / COLLECTIVISM

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

terms of ‘I’ or ‘we’ “ ” @THEWEBPSYCH


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

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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

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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

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‘WE’ NOT ‘ME’


TRADITIONS


3 MASCULINITY VS FEMININITY


MASCULINITY / FEMININITY

Masculine = distinct gender roles Feminine = blurred gender roles, quality

of life, tenderness towards others “ ” @THEWEBPSYCH


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

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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

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EXCITING

DYNAMIC


MOTION

MOTION

MOTION


COMPETITION


EXPLICIT


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

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QUALITY OF LIFE


WIDER GROUP


3 GENDER


- Simon (2001)

[ ] Individualistic cultures express bigger gender differences in website’s

attractiveness and usability

GENDER

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- Conde et al. (2009)

[ ] Men and women have distinctly different neural responses to

artistic and natural stimuli

NATURE VS NUTURE

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BEHAVIOURS


@

WOMEN: BEHAVIOURS

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- 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


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 [ ]


4 KEY TAKEAWAYS


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





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KEY TAKEAWAYS





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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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Gender and culturability

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