Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online influence

All material © THE WEB PSYCHOLOGIST LTD. 2012. No unauthorised reproduction or distribution.

NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH

__________ __________ and the future of

WEB PSYCHOLOGY

ONLINE INFLUENCE


1 A SHORT STORY

2 WHAT IS ONLINE INFLUENCE?

3 GLOCALISATION

4 RISK, TRUST & PRIVACY

5 CULTURE & PERSONALISATION

2 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH


1 A SHORT STORY



A SHORT STORY

There once was a little girl

who couldn’t sit still…



A SHORT STORY

Gillian Lynne

Dancer, choreographer (Cats, Phantom of the Opera)



WHAT HAPPENED?

1 Mis-attribution 2 Research 3 An informed approach



WHY WEB PSYCHOLOGY?

1 Explains why we do things 2 Provides insights into your target(s) 3 Designs a persuasive environment



2 ONLINE INFLUENCE



ONLINE INFLUENCE

Is it the number of people

in your network?



ONLINE INFLUENCE

Or the power to influence

key people within it?



NETWORK NUMBER

KEY PEOPLE


ONLINE INFLUENCE

+ =


ONLINE INFLUENCE

So how do we influence

these people?



WEB PSYCHOLOGY

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

- Nathalie Nahai

13

“ ” NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH


WEB PSYCHOLOGY


human-computer interaction

neuroaesthetics user experience social psychology

cognitive psychology

neuroscience

cross-cultural psychology

behavioural economics


IT’S ABOUT

15

CONTEXT

PSYCHOLOGY INDIVIDUAL CULTURAL



3 GLOCALISATION



GLOCALISATION

A global outlook adapted

to local conditions

- Robertson (1994) 1

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CASE STUDY

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3500 products 200 countries 2nd most popular word after OK (94% recognition) Adapts products, marketing, and online



CULTURAL ADAPTATION

19

Coca-Cola: Papua New Guinea




GERMANY



CHINA



JAPAN



SOUTH AFRICA


KEY TAKEAWAYS

Consumers are increasingly rejecting one-size-fits-all solutions To succeed online, you have to glocalise your business If in doubt, research your audience



4 RISK, TRUST & PRIVACY



RISK, TRUST & PRIVACY

A lack of trust and face-to-face interaction prevents many people

from purchasing online

- Peter de Vries & Ad Pruyn 2

26




CONSUMER TRENDS

What stops us buying online?

Lack of customer service

Privacy / security concerns

No real salesperson



CONSUMER TRENDS

What information do we trust?

Consumer reviews

Earned media


RISK, TRUST & PRIVACY

Consumers require greater trust and confidence buying online vs. face to face 3

The first thing visitors do is subconsciously scan your site for trust cues 4

New visitors assess trust via your website’s functionality, design & reputation 5



GENDER DIFFERENCES

Less concerned about privacy 6

Happier parting with sensitive personal info 7


More skeptical of online info 6

Perceive online purchasing as riskier than males 8


KEY TAKEAWAYS

Online shopping is growing, as are privacy and security concerns Subconscious cues on websites can mitigate these concerns Different audiences have different needs



5 CULTURE & PERSONALISATION



CULTURAL DIFFERENCES

Personalisation involves tailoring a user’s experience to their needs Global platforms exist within cultural contexts that influence user behaviour Personalisation involves cultural specificity 33 NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH


SOFTWARE OF THE MIND

The collective mental

programming of the human mind which distinguishes one group of people from another

- Hofstede (2010) 9

34



HOFSTEDE’S 6 DIMENSIONS

1.  Power Distance




1.  Power Distance 2.  Individualism v. Collectivism




1.  Power Distance 2.  Individualism v. Collectivism 3.  Masculinity v. Femininity




1.  Power Distance 2.  Individualism v. Collectivism 3.  Masculinity v. Femininity 4.  Uncertainty Avoidance




1.  Power Distance 2.  Individualism v. Collectivism 3.  Masculinity v. Femininity 4.  Uncertainty Avoidance 5.  Long-term Orientation




1.  Power Distance 2.  Individualism v. Collectivism 3.  Masculinity v. Femininity 4.  Uncertainty Avoidance 5.  Long-term Orientation 6.  Indulgence v. Restraint



KEY TAKEAWAYS

Consumers expect a coherent, appropriate experience that reflects their needs Culture influences user behaviours and expectations Understand the cultural context of your users to design better user engagement



WANT TO KNOW MORE?

42

Contact my agent: [email protected]

The Web Psychologist . com @TheWebPsych



REFERENCES

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1 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.

2 P. de Vries and A. Pruyn (2007) ‘Source salience and the persuasiveness of peer recommendations: The mediating role of social trust’, Persuasive, LNCS, 4744: 164–75.

3 Y. H. Tan and W. Thoen (2001) ‘Toward a generic model of trust for electronic commerce’, International Journal of

Electronic Markets, 5 (2): 61–74. 4 E. Andrade, V. Kaltcheva and B. Weitz (2002) ‘Self-disclosure on the Web: The impact of privacy policy, reward and brand

reputation’, Advances in Consumer Research, 29: 350–3. 5 M. F. Wolfinbarger and M. C. Gilly (2002) ‘.comQ: Dimensionalizing, measuring and predicting quality of the e-tailing

experience’. MSI Working Paper Series, No. 02-100. 6 D. Cyr and C. Bonanni (2005) ‘Gender and website design in e-business’, International Journal of Electronic Business, 3

(6): 565–82. 7 A. Acquisti and R. Gross (2006) ‘Imagined communities: Awareness, information sharing, and privacy on the Facebook’,

Lecture Notes in Computer Science, 4258: 36–58. 8 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: 768–75. 9 G. Hofstede (2010) Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill.


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