How Gender and Cultural Differences in Web Psychology Affect the ...
How Gender and Cultural Differences in Web Psychology Affect the Customer Experience NATHALIE NAHAI NATHALIE NAHAI
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1 INTRODUCTION 2 HOFSTEDE’S DIMENSIONS 3 GENDER 4 KEY TAKEAWAYS 5Q&A NATHALIE NAHAI
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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 NATHALIE NAHAI
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WEB PSYCHOLOGY
“
The empirical study of how online environments influence our attitudes and behaviours
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neuroscience human-computer interaction
behavioural economics
WEB
cognitive psychology
cross-cultural psychology
PSYCHOLOGY
neuroaesthetics
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user experience
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IT’S ABOUT
CONTEXT PSYCHOLOGY
INDIVIDUAL
CULTURAL NATHALIE NAHAI
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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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A GLOBAL PICTURE 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 NATHALIE NAHAI
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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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CULTURE-SPECIFIC 1. 2. 3. 4. 5. NATHALIE NAHAI
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LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS 8 THE WEB PSYCHOLOGIST
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2 HOFSTEDE’S SIX DIMENSIONS
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HOFSTEDE’S DIMENSIONS 1. 2. 3. 4. 5. 6.
POWER DISTANCE UNCERTAINTY AVOIDANCE INDIVIDUALISM vs COLLECTIVISM MASCULINITY vs FEMININITY LONG-TERM ORIENTATION INDULGENCE vs RESTRAINT
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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
HIGH PDI
USA = 40 Austria = 11
LOW PDI NATHALIE NAHAI
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HIGH PDI - DO THIS: 1. 2. 3. 4. 5.
EMPHASISE ORDER WITHIN YOUR WEBSITE CLEAR HIERARCHY OF CONTENT CULTURAL / NATIONAL SYMBOLS AUTHORITY FIGURES OFFICIAL STAMPS, CERTIFICATIONS NATHALIE NAHAI
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ORDER
ORDER NATHALIE NAHAI
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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. 2. 3. 4. 5.
LOOSE STRUCTURE - EXPLORATION TRANSPARENCY - DISCLOSURE REPUTATION BASED ON MERIT EQUAL ACCESS PEERS - EARNED MEDIA NATHALIE NAHAI
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LOOSE STRUCTURE
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EARNED MEDIA NATHALIE NAHAI
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MERIT BASED
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2 UNCERTAINTY AVOIDANCE
“
Are you comfortable with ambiguity?
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UNCERTAINTY AVOIDANCE Russia = 95
HIGH UAI
USA = 46 Sweden = 29
LOW UAI NATHALIE NAHAI
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HIGH UAI - DO THIS: 1. 2. 3. 4. 5.
REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES NATHALIE NAHAI
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CLEAR NAVIGATION
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PREDICTABLE & ASSURING
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EXPLICIT TEXT & IMAGES
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LOW UAI - DO THIS: 1. 2. 3. 4. 5.
FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED NATHALIE NAHAI
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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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3 INDIVIDUALISM / COLLECTIVISM
“
Do you define your self-image in terms of ‘I’ or ‘we’ ?
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INDIVIDUALISM / COLLECTIVISM USA = 91
HIGH IDV
Spain = 51
China = 20
HIGH COL NATHALIE NAHAI
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HIGH IDV - DO THIS: 1. 2. 3. 4. 5.
PERSONAL ACHIEVEMENT MOTIVATES ACTIONS DIFFERENCE / NOVELTY COMPETITION / EXCITEMENT USE CONTROVERSIAL LANGUAGE (IF APPROP.) IMAGES - YOUTH, MATERIAL SYMBOLS OF SUCCESS NATHALIE NAHAI
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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. 2. 3. 4. 5.
ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’ RESPECT MORAL TENETS, TRADITIONS, STATUS CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES WISDOM, EXPERIENCE OF AGE PRIVACY / SECURITY OF PERSONAL INFO NATHALIE NAHAI
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‘WE’ NOT ‘ME’
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TRADITIONS
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3 GENDER
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CULTURE & GENDER vs. Individualistic = bigger gender differences in website’s attractiveness + usability 9 NATHALIE NAHAI
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NATURE VS NURTURE Men and women have distinctly different neural responses to artistic + natural stimuli 10
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ONLINE BEHAVIOURS
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ONLINE BEHAVIOURS
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MEN ONLINE 1. LESS CONCERNED ABOUT PRIVACY 11 2. HAPPIER PARTING W. SENSITIVE INFO 12 3. MORE LIKELY TO BLOG W. REAL NAME 13
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WOMEN ONLINE 1. 2. 3. 4.
ONLINE SHOPPING = RISKY 13 SKEPTICAL OF ONLINE INFO 11 MORE LIKELY TO BLOG ANONYMOUSLY 14 PROVIDE INACCURATE PERSONAL INFO 15
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DESIGN FOR MEN: 1. FLASHY, INTERACTIVE AND ANIMATED 2. GOAL-ORIENTED, GAMIFIED 3. MANY SUB-LEVELS
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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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KEY TAKEAWAYS 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 NATHALIE NAHAI
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5 ANY QUESTIONS?
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REFERENCES 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.
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REFERENCES 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/SocialMedia-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.
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WANT MORE? Go: TheWebPsychologist.com/moz Read: Webs Of Influence Tweet: @TheWebPsych NATHALIE NAHAI
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THANK YOU! NATHALIE NAHAI
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1 INTRODUCTION 2 HOFSTEDE’S DIMENSIONS 3 GENDER 4 KEY TAKEAWAYS 5Q&A NATHALIE NAHAI
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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 NATHALIE NAHAI
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WEB PSYCHOLOGY
“
The empirical study of how online environments influence our attitudes and behaviours
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neuroscience human-computer interaction
behavioural economics
WEB
cognitive psychology
cross-cultural psychology
PSYCHOLOGY
neuroaesthetics
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user experience
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IT’S ABOUT
CONTEXT PSYCHOLOGY
INDIVIDUAL
CULTURAL NATHALIE NAHAI
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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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A GLOBAL PICTURE 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 NATHALIE NAHAI
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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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CULTURE-SPECIFIC 1. 2. 3. 4. 5. NATHALIE NAHAI
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LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS 8 THE WEB PSYCHOLOGIST
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2 HOFSTEDE’S SIX DIMENSIONS
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HOFSTEDE’S DIMENSIONS 1. 2. 3. 4. 5. 6.
POWER DISTANCE UNCERTAINTY AVOIDANCE INDIVIDUALISM vs COLLECTIVISM MASCULINITY vs FEMININITY LONG-TERM ORIENTATION INDULGENCE vs RESTRAINT
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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
HIGH PDI
USA = 40 Austria = 11
LOW PDI NATHALIE NAHAI
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HIGH PDI - DO THIS: 1. 2. 3. 4. 5.
EMPHASISE ORDER WITHIN YOUR WEBSITE CLEAR HIERARCHY OF CONTENT CULTURAL / NATIONAL SYMBOLS AUTHORITY FIGURES OFFICIAL STAMPS, CERTIFICATIONS NATHALIE NAHAI
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ORDER
ORDER NATHALIE NAHAI
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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. 2. 3. 4. 5.
LOOSE STRUCTURE - EXPLORATION TRANSPARENCY - DISCLOSURE REPUTATION BASED ON MERIT EQUAL ACCESS PEERS - EARNED MEDIA NATHALIE NAHAI
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LOOSE STRUCTURE
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EARNED MEDIA NATHALIE NAHAI
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MERIT BASED
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2 UNCERTAINTY AVOIDANCE
“
Are you comfortable with ambiguity?
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UNCERTAINTY AVOIDANCE Russia = 95
HIGH UAI
USA = 46 Sweden = 29
LOW UAI NATHALIE NAHAI
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HIGH UAI - DO THIS: 1. 2. 3. 4. 5.
REDUCE AMBIGUITY CLEAR NAVIGATION, STRUCTURE PREDICTABLE + ASSURING USER JOURNEY AVOID POP-UPS / NON-ESSENTIAL INFO EXPLICIT LANGUAGE AND IMAGES NATHALIE NAHAI
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CLEAR NAVIGATION
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PREDICTABLE & ASSURING
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EXPLICIT TEXT & IMAGES
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LOW UAI - DO THIS: 1. 2. 3. 4. 5.
FACILITATE OPEN DIALOGUE, PLAIN LANGUAGE DON’T BE OVER-EMOTIONALLY EXPRESSIVE ALLOW USERS TO TAKE GREATER RISKS COMPLEXITY, WIDER CHOICE OF ACTIONS NAVIGATION CAN BE LAYERED NATHALIE NAHAI
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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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3 INDIVIDUALISM / COLLECTIVISM
“
Do you define your self-image in terms of ‘I’ or ‘we’ ?
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INDIVIDUALISM / COLLECTIVISM USA = 91
HIGH IDV
Spain = 51
China = 20
HIGH COL NATHALIE NAHAI
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HIGH IDV - DO THIS: 1. 2. 3. 4. 5.
PERSONAL ACHIEVEMENT MOTIVATES ACTIONS DIFFERENCE / NOVELTY COMPETITION / EXCITEMENT USE CONTROVERSIAL LANGUAGE (IF APPROP.) IMAGES - YOUTH, MATERIAL SYMBOLS OF SUCCESS NATHALIE NAHAI
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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. 2. 3. 4. 5.
ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’ RESPECT MORAL TENETS, TRADITIONS, STATUS CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES WISDOM, EXPERIENCE OF AGE PRIVACY / SECURITY OF PERSONAL INFO NATHALIE NAHAI
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‘WE’ NOT ‘ME’
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TRADITIONS
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3 GENDER
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CULTURE & GENDER vs. Individualistic = bigger gender differences in website’s attractiveness + usability 9 NATHALIE NAHAI
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NATURE VS NURTURE Men and women have distinctly different neural responses to artistic + natural stimuli 10
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ONLINE BEHAVIOURS
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ONLINE BEHAVIOURS
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MEN ONLINE 1. LESS CONCERNED ABOUT PRIVACY 11 2. HAPPIER PARTING W. SENSITIVE INFO 12 3. MORE LIKELY TO BLOG W. REAL NAME 13
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WOMEN ONLINE 1. 2. 3. 4.
ONLINE SHOPPING = RISKY 13 SKEPTICAL OF ONLINE INFO 11 MORE LIKELY TO BLOG ANONYMOUSLY 14 PROVIDE INACCURATE PERSONAL INFO 15
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DESIGN FOR MEN: 1. FLASHY, INTERACTIVE AND ANIMATED 2. GOAL-ORIENTED, GAMIFIED 3. MANY SUB-LEVELS
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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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KEY TAKEAWAYS 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 NATHALIE NAHAI
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5 ANY QUESTIONS?
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REFERENCES 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.
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REFERENCES 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/SocialMedia-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.
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WANT MORE? Go: TheWebPsychologist.com/moz Read: Webs Of Influence Tweet: @TheWebPsych NATHALIE NAHAI
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THANK YOU! NATHALIE NAHAI
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