Nathalie Nahai - How gender and cultural differences in web Psychology affect the customer experience (MozCon)

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

1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 GENDER
4 KEY TAKEAWAYS
5 Q & A
2

1 INTRODUCTION
3

4
BACKGROUND

5
3 SECRETS
TO ONLINE SUCCESS

6
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY

The empirical study of how
online environments influence
our attitudes and behaviours
7
WEB PSYCHOLOGY
“ ”

WEBPSYCHOLOGY
8
human-computer
interaction
neuroaesthetics user experience
social psychology
cognitive
psychology
neuroscience
cross-cultural
psychology
behavioural
economics

IT’S ABOUT
9
CONTEXT
PSYCHOLOGY
INDIVIDUAL
CULTURAL

WHAT IS
CULTURE?
10

11

SOFTWARE OF THE MIND
The collective mental programming
of the human mind which distinguishes
one group of people from another 1
12
“ ”

WHY IS CULTURE
IMPORTANT ONLINE?
13

14
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

15
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

17
1.  LANGUAGE
2.  BODY POSITIONS
3.  SOCIAL CONTEXTS
4.  SYMBOLS
5.  AESTHETICS 8
CULTURE-SPECIFIC

2 HOFSTEDE’S SIX DIMENSIONS
18

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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

20
1 POWER DISTANCE
Do you expect and accept
unequal power distribution
in your society?
“ ”

21
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:

23

24
ORDER

ORDER

25
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:

29

30
LOOSE STRUCTURE

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EARNED MEDIA

32
MERIT BASED

33
2 UNCERTAINTY AVOIDANCE
Are you comfortable
with ambiguity?
“ ”

34
Russia = 95
USA = 46
Sweden = 29LOW UAI
UNCERTAINTY AVOIDANCE
HIGH UAI

35
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:

36

37
CLEAR NAVIGATION

38
PREDICTABLE & ASSURING

39
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:

41
FACILITATE OPEN DIALOGUE

42
PLAIN LANGUAGE

43
ENABLE GREATER RISKS

44
COMPLEXITY

LAYERED NAVIGATION

45

46
Do you define your self-image
in terms of ‘I’ or ‘we’ ?
3 INDIVIDUALISM / COLLECTIVISM
“ ”

47
USA = 91
Spain = 51
China = 20
INDIVIDUALISM / COLLECTIVISM
HIGH COL
HIGH IDV

48
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

50
EXCITEMENT

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COMPETITION

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CONTRAVERSIAL

53
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:

57

58
‘WE’ NOT ‘ME’

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TRADITIONS

3 GENDER
60

61
CULTURE & GENDER
Individualistic = bigger gender differences
in website’s attractiveness + usability 9
vs.

62
Men and women have
distinctly different
neural responses to
artistic + natural stimuli 10
NATURE VS NURTURE

63
ONLINE BEHAVIOURS

64
ONLINE BEHAVIOURS

65
1.  LESS CONCERNED ABOUT PRIVACY 11
2.  HAPPIER PARTING W. SENSITIVE INFO 12
3.  MORE LIKELY TO BLOG W. REAL NAME 13
MEN ONLINE

66
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

67

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1.  FLASHY, INTERACTIVE AND ANIMATED
2.  GOAL-ORIENTED, GAMIFIED
3.  MANY SUB-LEVELS
DESIGN FOR MEN:

69

70
DESIGN FOR WOMEN:
1.  ATTRACTED TO WEBSITE’S COLOURS
2.  CLEAN, UN-CLUTTERED
3.  PREFER FEWER SUB-PAGE LEVELS

4 KEY TAKEAWAYS
71

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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

5 ANY QUESTIONS?
73

74
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

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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

WANT MORE?
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Go: TheWebPsychologist.com/moz
Read: Webs Of Influence
Tweet: @TheWebPsych

77
THANK YOU!

Nathalie Nahai - How gender and cultural differences in web Psychology affect the customer experience (MozCon)

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