gender and culturability
DESCRIPTION
Your site may be giving off the wrong psychological signals and causing potential customers to click away. In this keynote presentation for Conversion Summit (Frankfurt 2013) Nathalie covers how gender and cultural differences impact your customers' online behaviours, and reveals winning tactics you can use on your website to change your message and convert more customers online.TRANSCRIPT
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GENDER & CULTURABILITY
IS YOUR WEBSITE ALIENATING HALF YOUR AUDIENCE?
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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
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1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 GENDER
4 KEY TAKEAWAYS
5 Q & A
@THEWEBPSYCH
![Page 5: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/5.jpg)
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1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 GENDER
4 KEY TAKEAWAYS
5 Q & A
@THEWEBPSYCH
![Page 6: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/6.jpg)
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1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 GENDER
4 KEY TAKEAWAYS
5 Q & A
@THEWEBPSYCH
![Page 7: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/7.jpg)
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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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WEB PSYCHOLOGY
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
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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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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
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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
@THEWEBPSYCH
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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
@THEWEBPSYCH
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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
@THEWEBPSYCH
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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
@THEWEBPSYCH
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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
@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
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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
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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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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
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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
@THEWEBPSYCH
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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
@THEWEBPSYCH
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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
@THEWEBPSYCH
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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
@THEWEBPSYCH
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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
@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
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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
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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
![Page 76: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/76.jpg)
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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
![Page 77: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/77.jpg)
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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
![Page 78: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/78.jpg)
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‘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
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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
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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
@THEWEBPSYCH
![Page 85: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/85.jpg)
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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
@THEWEBPSYCH
![Page 86: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/86.jpg)
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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
@THEWEBPSYCH
![Page 87: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/87.jpg)
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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
@THEWEBPSYCH
![Page 88: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/88.jpg)
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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
@THEWEBPSYCH
![Page 89: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/89.jpg)
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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
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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
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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
![Page 97: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/97.jpg)
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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
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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
![Page 99: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/99.jpg)
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QUALITY OF LIFE
![Page 101: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/101.jpg)
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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
![Page 104: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/104.jpg)
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- 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
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- Hoy & Milne (2010)
[ ] Women tend to be more concerned about third-party access to personal
information than men
WOMEN
@THEWEBPSYCH
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WOMEN
- Hoy & Milne (2010)
[ ] More likely to proactively protect their
privacy than a decade ago
@THEWEBPSYCH
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MEN: BEHAVIOURS
@THEWEBPSYCH
![Page 110: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/110.jpg)
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MEN
[ ] Men are generally less anxious
about going online
@THEWEBPSYCH
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WEBSITES
![Page 112: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/112.jpg)
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EXPERIMENT
Which gender is this website targeting? [ ]
@THEWEBPSYCH
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@THEWEBPSYCH
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@THEWEBPSYCH
EXPERIMENT
What about this one? [ ]
![Page 115: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/115.jpg)
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@THEWEBPSYCH
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@THEWEBPSYCH
MEN
1 FLASHY, INTERACTIVE AND ANIMATED
2 GOAL-ORIENTED, GAMIFIED
3 MANY SUB-LEVELS
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@THEWEBPSYCH
WOMEN
1 ATTRACTED TO WEBSITE’S COLOURS
2 CLEAN, UN-CLUTTERED
3 PREFER FEWER SUB-PAGE LEVELS
![Page 118: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/118.jpg)
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@THEWEBPSYCH
SUBCONSCIOUS
Women subconsciously prefer websites that have been designed
by other women [ ]
![Page 119: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/119.jpg)
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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
@THEWEBPSYCH
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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
@THEWEBPSYCH
![Page 122: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/122.jpg)
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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
@THEWEBPSYCH
![Page 123: Gender and culturability](https://reader033.vdocuments.net/reader033/viewer/2022051400/54c7338a4a7959126e8b467a/html5/thumbnails/123.jpg)
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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.
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