In this keynote presentation for SearchLove (London 2013), Nathalie explains how Hofstede’s dimensions can be used to profile your audience and convert more customers on your website. Whether you're in e-commerce, consultancy, design or business, you'll discover which website elements and psychological techniques you can use to target customers from specific cultures (including your own).

1. CULTURE
AND ITS INFLUENCE ON
WEBSITES
PART 2
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2. 1
2
3
4
INTRODUCTION
HOFSTEDE’S DIMENSIONS
KEY TAKEAWAYS
Q&A
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

3. 1
2
3
4
INTRODUCTION
HOFSTEDE’S DIMENSIONS
KEY TAKEAWAYS
Q&A
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

4. 1
2
3
4
INTRODUCTION
HOFSTEDE’S DIMENSIONS
KEY TAKEAWAYS
Q&A
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

5. 1
2
3
4
INTRODUCTION
HOFSTEDE’S DIMENSIONS
KEY TAKEAWAYS
Q&A
@THEWEBPSYCH
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6. 1
INTRODUCTION
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7. WEBS OF INFLUENCE
THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012
UK | EU | USA | KOREA | JAPAN | CHINA
@THEWEBPSYCH
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8. @THEWEBPSYCH
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9. 3 SECRETS
TO ONLINE SUCCESS
@THEWEBPSYCH
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10. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

11. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

12. 1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH
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13. WEB PSYCHOLOGY
“
The empirical study of how
online environments influence
our attitudes and behaviours
”
@THEWEBPSYCH
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14. neuroscience
behavioural
economics
HCI
cross-cultural
psychology
WEB
PSYCHOLOGY
cognitive
psychology
neuroaesthetics
user
experience
social
psychology
@THEWEBPSYCH
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15. IT’S ABOUT
CONTEXT
PSYCHOLOGY
INDIVIDUAL
CULTURAL
@THEWEBPSYCH
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16. WHAT IS CULTURE?
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17. CULTURE
“
A shared set of values that
influence societal perceptions, attitudes,
preferences, and responses
”
- Robbins & Stylianou (2002)
@THEWEBPSYCH
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18. 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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19. WHY IS CULTURE
IMPORTANT ONLINE?
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20. 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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21. 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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22. 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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23. CULTURE-SPECIFIC
[
Different cultural groups employ
different usage strategies
when using the same interface
]
@THEWEBPSYCH
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24. CULTURE-SPECIFIC
1
2
3
4
5
LANGUAGE
BODY POSITIONS
SOCIAL CONTEXTS
SYMBOLS
AESTHETICS
@THEWEBPSYCH
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25. CULTURE-SPECIFIC
1
2
3
4
5
LANGUAGE
BODY POSITIONS
SOCIAL CONTEXTS
SYMBOLS
AESTHETICS
@THEWEBPSYCH
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26. CULTURE-SPECIFIC
1
2
3
4
5
LANGUAGE
BODY POSITIONS
SOCIAL CONTEXTS
SYMBOLS
AESTHETICS
@THEWEBPSYCH
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27. CULTURE-SPECIFIC
1
2
3
4
5
LANGUAGE
BODY POSITIONS
SOCIAL CONTEXTS
SYMBOLS
AESTHETICS
@THEWEBPSYCH
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28. CULTURE-SPECIFIC
1
2
3
4
5
LANGUAGE
BODY POSITIONS
SOCIAL CONTEXTS
SYMBOLS
AESTHETICS
@THEWEBPSYCH
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29. CULTURABILITY
“
The relationship between
culture and usability
in WWW design
”
- Barber & Badre (1998)
@THEWEBPSYCH
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30. 2
HOFSTEDE’S
DIMENSIONS
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31. CULTURE
“
”
The collective mental programming
of the human mind which distinguishes one
group of people from another
- Hofstede (2010)
@THEWEBPSYCH
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32. HOFSTEDE’S DIMENSIONS
1
2
3
4
5
6
POWER DISTANCE
INDIVIDUALISM vs COLLECTIVISM
MASCULINITY vs FEMININITY
UNCERTAINTY AVOIDANCE
LONG- vs SHORT-TERM ORIENTATION
INDLUGENCE vs RESTRAINT
@THEWEBPSYCH
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33. HOFSTEDE’S DIMENSIONS
1
2
3
4
5
6
POWER DISTANCE
INDIVIDUALISM vs COLLECTIVISM
MASCULINITY vs FEMININITY
UNCERTAINTY AVOIDANCE
LONG- vs SHORT-TERM ORIENTATION
INDLUGENCE vs RESTRAINT
@THEWEBPSYCH
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34. HOFSTEDE’S DIMENSIONS
1
2
3
4
5
6
POWER DISTANCE
INDIVIDUALISM vs COLLECTIVISM
MASCULINITY vs FEMININITY
UNCERTAINTY AVOIDANCE
LONG- vs SHORT-TERM ORIENTATION
INDLUGENCE vs RESTRAINT
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

35. 4
UNCERTAINTY
AVOIDANCE
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36. UNCERTAINTY AVOIDANCE
“
Measures how uncomfortable
we are with ambiguity
”
@THEWEBPSYCH
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37. PSYCH PROFILE
HIGH UAI: PORTUGAL
Threatened by uncertainty, rigid codes of
conduct, strict beliefs, fear the unusual
LOW UAI: SWEDEN
Adaptable, entrepreneurial, innovation,
liberalism, emotions should be understated
@THEWEBPSYCH
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38. 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
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

39. 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
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

40. 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
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

41. 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
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

42. 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
@THEWEBPSYCH
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43. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

44. CLEAR NAVIGATION
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45. PREDICTABLE & ASSURING
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46. EXPLICIT TEXT & IMAGES
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

47. 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
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

48. 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
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

49. 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
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

50. 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
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

51. 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
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

52. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

53. FACILITATE OPEN DIALOGUE
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54. PLAIN LANGUAGE
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55. ENABLE GREATER RISKS
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56. COMPLEXITY
LAYERED NAVIGATION
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57. 5
LONG-TERM
VS
SHORT-TERM
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58. LONG-TERM / SHORT-TERM
“
The human search for virtue,
based on Confucian dynamism:
truth is relative vs. absolute
”
@THEWEBPSYCH
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59. PSYCH PROFILE
HIGH LTO: CHINA
Skills, education, hard work, perseverance,
patience, frugality, family = social blueprint
HIGH STO: SPAIN
Live in the moment, quick results, Joneses,
personal fulfillment (creativity, self-actualise)
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

60. HIGH LTO – DO THIS:
1
2
3
4
5
OFFER PRACTICAL VALUE, FREE MATERIALS
MAKE CONTENT NON TIME-CRITICAL, LONG-TERM
EMPHASISE TRADITION, HERITAGE, HISTORY
NAVIGATION CAN BE LESS STRUCTURED
TAKE SMALLER RECURRING PAYMENTS
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

61. HIGH LTO – DO THIS:
1
2
3
4
5
OFFER PRACTICAL VALUE, FREE MATERIALS
MAKE CONTENT NON TIME-CRITICAL, LONG-TERM
EMPHASISE TRADITION, HERITAGE, HISTORY
NAVIGATION CAN BE LESS STRUCTURED
TAKE SMALLER RECURRING PAYMENTS
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

62. HIGH LTO – DO THIS:
1
2
3
4
5
OFFER PRACTICAL VALUE, FREE MATERIALS
MAKE CONTENT NON TIME-CRITICAL, LONG-TERM
EMPHASISE TRADITION, HERITAGE, HISTORY
NAVIGATION CAN BE LESS STRUCTURED
TAKE SMALLER RECURRING PAYMENTS
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

63. HIGH LTO – DO THIS:
1
2
3
4
5
OFFER PRACTICAL VALUE, FREE MATERIALS
MAKE CONTENT NON TIME-CRITICAL, LONG-TERM
EMPHASISE TRADITION, HERITAGE, HISTORY
NAVIGATION CAN BE LESS STRUCTURED
TAKE SMALLER RECURRING PAYMENTS
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

64. HIGH LTO – DO THIS:
1
2
3
4
5
OFFER PRACTICAL VALUE, FREE MATERIALS
MAKE CONTENT NON TIME-CRITICAL, LONG-TERM
EMPHASISE TRADITION, HERITAGE, HISTORY
NAVIGATION CAN BE LESS STRUCTURED
TAKE SMALLER RECURRING PAYMENTS
@THEWEBPSYCH
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65. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

66. PRACTICAL VALUE
PRACTICAL VALUE
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67. TRADITION
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68. NAVIGATION LESS STRUCTURED
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69. HIGH STO – DO THIS:
1
2
3
4
5
INSTANT GRATIFICATION – IMMEDIATE ACCESS
CUSTOMER RATINGS
FACTS, EVIDENCE, CERTAINTY
REFLECT RELEVANT SOCIAL TRENDS
RAPID CUSTOMER SERVICE
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

70. HIGH STO – DO THIS:
1
2
3
4
5
INSTANT GRATIFICATION – IMMEDIATE ACCESS
CUSTOMER RATINGS
FACTS, EVIDENCE, CERTAINTY
REFLECT RELEVANT SOCIAL TRENDS
RAPID CUSTOMER SERVICE
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

71. HIGH STO – DO THIS:
1
2
3
4
5
INSTANT GRATIFICATION – IMMEDIATE ACCESS
CUSTOMER RATINGS
FACTS, EVIDENCE, CERTAINTY
REFLECT RELEVANT SOCIAL TRENDS
RAPID CUSTOMER SERVICE
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

72. HIGH STO – DO THIS:
1
2
3
4
5
INSTANT GRATIFICATION – IMMEDIATE ACCESS
CUSTOMER RATINGS
FACTS, EVIDENCE, CERTAINTY
REFLECT RELEVANT SOCIAL TRENDS
RAPID CUSTOMER SERVICE
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

73. HIGH STO – DO THIS:
1
2
3
4
5
INSTANT GRATIFICATION – IMMEDIATE ACCESS
CUSTOMER RATINGS
FACTS, EVIDENCE, CERTAINTY
REFLECT RELEVANT SOCIAL TRENDS
RAPID CUSTOMER SERVICE
@THEWEBPSYCH
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74. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

75. INSTANT GRATIFICATION
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76. RAPID
RAPID
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77. TRENDS
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78. 6
INDULGENCE
VS
RESTRAINT
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79. INDULGENCE / RESTRAINT
“
The extent to which society allows us to
have fun and enjoy life through free
gratification of natural drives
”
@THEWEBPSYCH
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80. PSYCH PROFILE
HIGH IVR: MEXICO
Happier, optimistic, extrovert, friendship,
leisure time, health, control over own life
LOW IVR: EGYPT
Gratification should be repressed, tightlyknit, cynical, frugal, moral discipline
@THEWEBPSYCH
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81. HIGH IVR – DO THIS:
1
2
3
4
5
MAKE INTERACTIONS FUN
GIVE AWAY ENTERTAINING FREEBIES
USE AND ENCOURAGE UGC
PROVIDE HONEST DISCUSSION
GENDER ROLES LOOSE, RANGE OF MODELS
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

82. HIGH IVR – DO THIS:
1
2
3
4
5
MAKE INTERACTIONS FUN
GIVE AWAY ENTERTAINING FREEBIES
USE AND ENCOURAGE UGC
PROVIDE HONEST DISCUSSION
GENDER ROLES LOOSE, RANGE OF MODELS
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

83. HIGH IVR – DO THIS:
1
2
3
4
5
MAKE INTERACTIONS FUN
GIVE AWAY ENTERTAINING FREEBIES
USE AND ENCOURAGE UGC
PROVIDE HONEST DISCUSSION
GENDER ROLES LOOSE, RANGE OF MODELS
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

84. HIGH IVR – DO THIS:
1
2
3
4
5
MAKE INTERACTIONS FUN
GIVE AWAY ENTERTAINING FREEBIES
USE AND ENCOURAGE UGC
PROVIDE HONEST DISCUSSION
GENDER ROLES LOOSE, RANGE OF MODELS
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

85. HIGH IVR – DO THIS:
1
2
3
4
5
MAKE INTERACTIONS FUN
GIVE AWAY ENTERTAINING FREEBIES
USE AND ENCOURAGE UGC
PROVIDE HONEST DISCUSSION
GENDER ROLES LOOSE, RANGE OF MODELS
@THEWEBPSYCH
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86. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

87. FUN
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88. EASY
EASY
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89. HONEST DISCUSSION
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90. LOW IVR – DO THIS:
1
2
3
4
5
EMPHASISE HOW YOU SERVE THE COMMUNITY
FRUGAL, SHOW HOW THEY CAN SAVE MONEY
STRICT, CULTURED GENDER ROLES
WEBSITE SHOULD BE STRUCTURED, PREDICTABLE
USE FORMAL COMMUNICATION (NOT SM)
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

91. LOW IVR – DO THIS:
1
2
3
4
5
EMPHASISE HOW YOU SERVE THE COMMUNITY
FRUGAL, SHOW HOW THEY CAN SAVE MONEY
STRICT, CULTURED GENDER ROLES
WEBSITE SHOULD BE STRUCTURED, PREDICTABLE
USE FORMAL COMMUNICATION (NOT SM)
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

92. LOW IVR – DO THIS:
1
2
3
4
5
EMPHASISE HOW YOU SERVE THE COMMUNITY
FRUGAL, SHOW HOW THEY CAN SAVE MONEY
STRICT, CULTURED GENDER ROLES
WEBSITE SHOULD BE STRUCTURED, PREDICTABLE
USE FORMAL COMMUNICATION (NOT SM)
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

93. LOW IVR – DO THIS:
1
2
3
4
5
EMPHASISE HOW YOU SERVE THE COMMUNITY
FRUGAL, SHOW HOW THEY CAN SAVE MONEY
STRICT, CULTURED GENDER ROLES
WEBSITE SHOULD BE STRUCTURED, PREDICTABLE
USE FORMAL COMMUNICATION (NOT SM)
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

94. LOW IVR – DO THIS:
1
2
3
4
5
EMPHASISE HOW YOU SERVE THE COMMUNITY
FRUGAL, SHOW HOW THEY CAN SAVE MONEY
STRICT, CULTURED GENDER ROLES
WEBSITE SHOULD BE STRUCTURED, PREDICTABLE
USE FORMAL COMMUNICATION (NOT SM)
@THEWEBPSYCH
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95. All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

96. COMMUNITY
COMMUNITY
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97.
SAVE MONEY
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98. STRUCTURED
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99. 3
KEY TAKEAWAYS
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100. KEY TAKEAWAYS
IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE,
YOU HAVE TO BE CULTURE-SENSITIVE.
1 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
2 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
3 USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

101. KEY TAKEAWAYS
IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE,
YOU HAVE TO BE CULTURE-SENSITIVE.
1 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
2 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
3 USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

102. KEY TAKEAWAYS
IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE,
YOU HAVE TO BE CULTURE-SENSITIVE.
1 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
2 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
3 USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN
@THEWEBPSYCH
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.

103. 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.
15 http://www.mcdonalds.it/#coppette-seletti
16 http://www.mcdonalds.co.uk/ukhome.html
17 G. Hofstede (2010). Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill.
18 http://www.aeroflot.ru
19 http://www.nana10.co.il
20 http://www.nastygal.com
21 http://www.kmb.hk/tc
22 http://www.cocacola.co.jp
23 http://sverigesradio.se
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104. REFERENCES
24 http://tiu.ru
25 http://www.stumbleupon.com
26 http://www.suning.com
27 http://www.next.co.uk
28 http://www.neobux.com
29 http://www.offerna.com
30 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.
31 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.
32 D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp. 565–82.
33 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.
34 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.
35 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
36 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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105. 4
Q&A
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106. THANK YOU!
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