NATHALIE NAHAI #MozCon How Gender and Cultural Differences in Web Psychology Affect the Customer Experience
Jan 27, 2015
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
#MozCon
NATHALIE NAHAI #MozCon
How Gender and Cultural Differences in Web Psychology Affect the Customer Experience
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @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
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1 INTRODUCTION
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BACKGROUND
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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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The empirical study of how online environments influence our attitudes and behaviours
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WEB PSYCHOLOGY
“ ”
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WEB PSYCHOLOGY
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human-computer interaction
neuroaesthetics user experience social psychology
cognitive psychology
neuroscience
cross-cultural psychology
behavioural economics
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IT’S ABOUT
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CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
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WHAT IS CULTURE?
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SOFTWARE OF THE MIND
The collective mental programming of the human mind which distinguishes
one group of people from another 1
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WHY IS CULTURE IMPORTANT ONLINE?
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Google Translate = 1 billion transactions per day 2
Global internet penetration rates on the rise Smart phones and mobiles bringing access to less developed regions (China, India) 3, 4
A GLOBAL PICTURE
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CULTURABILITY
“ ” The relationship between
culture and usability in WWW design 6
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CULTURE-SPECIFIC
Different cultural groups employ different usage strategies with the same interface 7
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1. LANGUAGE
2. BODY POSITIONS
3. SOCIAL CONTEXTS
4. SYMBOLS
5. AESTHETICS 8
CULTURE-SPECIFIC
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2 HOFSTEDE’S SIX DIMENSIONS
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1. POWER DISTANCE
2. UNCERTAINTY AVOIDANCE
3. INDIVIDUALISM vs COLLECTIVISM
4. MASCULINITY vs FEMININITY
5. LONG-TERM ORIENTATION
6. INDULGENCE vs RESTRAINT
HOFSTEDE’S DIMENSIONS
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1 POWER DISTANCE
Do you expect and accept
unequal power distribution in your society?
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POWER DISTANCE Russia = 93 USA = 40 Austria = 11
HIGH PDI
LOW PDI
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1. EMPHASISE ORDER WITHIN YOUR WEBSITE
2. CLEAR HIERARCHY OF CONTENT
3. CULTURAL / NATIONAL SYMBOLS
4. AUTHORITY FIGURES
5. OFFICIAL STAMPS, CERTIFICATIONS
HIGH PDI - DO THIS:
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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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1. LOOSE STRUCTURE - EXPLORATION
2. TRANSPARENCY - DISCLOSURE
3. REPUTATION BASED ON MERIT
4. EQUAL ACCESS
5. PEERS - EARNED MEDIA
LOW PDI - DO THIS:
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LOOSE STRUCTURE
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EARNED MEDIA
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MERIT BASED
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2 UNCERTAINTY AVOIDANCE
Are you comfortable
with ambiguity? “ ”
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Russia = 95 USA = 46 Sweden = 29
LOW UAI
UNCERTAINTY AVOIDANCE HIGH UAI
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1. REDUCE AMBIGUITY
2. CLEAR NAVIGATION, STRUCTURE
3. PREDICTABLE + ASSURING USER JOURNEY
4. AVOID POP-UPS / NON-ESSENTIAL INFO
5. EXPLICIT LANGUAGE AND IMAGES
HIGH UAI - DO THIS:
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CLEAR NAVIGATION
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PREDICTABLE & ASSURING
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EXPLICIT TEXT & IMAGES
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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
LOW UAI - DO THIS:
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FACILITATE OPEN DIALOGUE
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PLAIN LANGUAGE
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ENABLE GREATER RISKS
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COMPLEXITY
LAYERED NAVIGATION
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Do you define your self-image in terms of ‘I’ or ‘we’ ?
3 INDIVIDUALISM / COLLECTIVISM
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USA = 91 Spain = 51 China = 20
INDIVIDUALISM / COLLECTIVISM
HIGH COL
HIGH IDV
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1. PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2. DIFFERENCE / NOVELTY
3. COMPETITION / EXCITEMENT
4. USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5. IMAGES - YOUTH, MATERIAL SYMBOLS OF SUCCESS
HIGH IDV - DO THIS:
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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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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
HIGH COL - DO THIS:
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‘WE’ NOT ‘ME’
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TRADITIONS
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3 GENDER
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CULTURE & GENDER
Individualistic = bigger gender differences in website’s attractiveness + usability 9
vs.
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Men and women have distinctly different neural responses to artistic + natural stimuli 10
NATURE VS NURTURE
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ONLINE BEHAVIOURS
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ONLINE BEHAVIOURS
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1. LESS CONCERNED ABOUT PRIVACY 11
2. HAPPIER PARTING W. SENSITIVE INFO 12
3. MORE LIKELY TO BLOG W. REAL NAME 13
MEN ONLINE
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1. ONLINE SHOPPING = RISKY 13
2. SKEPTICAL OF ONLINE INFO 11
3. MORE LIKELY TO BLOG ANONYMOUSLY 14
4. PROVIDE INACCURATE PERSONAL INFO 15
WOMEN ONLINE
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1. FLASHY, INTERACTIVE AND ANIMATED
2. GOAL-ORIENTED, GAMIFIED
3. MANY SUB-LEVELS
DESIGN FOR MEN:
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DESIGN FOR WOMEN:
1. ATTRACTED TO WEBSITE’S COLOURS
2. CLEAN, UN-CLUTTERED
3. PREFER FEWER SUB-PAGE LEVELS
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4 KEY TAKEAWAYS
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1. To succeed you have to apply scientific rigour to your design and marketing process
2. To engage a global audience, you have to be culture- and gender-sensitive
3. Golden rule: research, test, analyse
KEY TAKEAWAYS
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5 ANY QUESTIONS?
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1. G. Hofstede (2010). Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill. 2. 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 3. 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 4. IDC (2012). Top 10 Predictions. IDC Predictions 2013: Competing on the 3rd Platform. http://www.idc.com/research/
Predictions13/downloadable/238044.pdfm 5. 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. 6. 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. 7. 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). 8. N. C. Fernandez (2000). Web Site Localisation and Internationalisation: A Case Study. City University. 9. S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in Information
Systems, 32(1), pp. 18-37. 10. 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.
REFERENCES
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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11. D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp. 565–82.
12. 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.
13. 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.
14. 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
15. 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.
REFERENCES
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WANT MORE?
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Go: TheWebPsychologist.com/moz Read: Webs Of Influence Tweet: @TheWebPsych
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THANK YOU!