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Nathalie Nahai_SearchLove London 2013
1.
CULTURABILITY IS YOUR WEBSITE
ALIENATING HALF YOUR AUDIENCE? All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
6.
1 INTRODUCTION All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
7.
WEBS OF INFLUENCE THE
PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
8.
@THEWEBPSYCH All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
9.
3 SECRETS TO ONLINE
SUCCESS @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
13.
WEB PSYCHOLOGY “ The empirical
study of how online environments influence our attitudes and behaviours ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
14.
neuroscience behavioural economics HCI cross-cultural psychology WEB PSYCHOLOGY cognitive psychology neuroaesthetics user experience social psychology @THEWEBPSYCH All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
15.
IT’S ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL @THEWEBPSYCH All material
© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
16.
WHAT IS CULTURE? All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
17.
CULTURE “ A shared set
of values that influence societal perceptions, attitudes, preferences, and responses ” - Robbins & Stylianou (2002) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
19.
WHY IS CULTURE IMPORTANT
ONLINE? All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
23.
CULTURE-SPECIFIC [ Different cultural groups
employ different usage strategies when using the same interface ] @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
24.
CULTURE-SPECIFIC 1 2 3 4 5 LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
25.
CULTURE-SPECIFIC 1 2 3 4 5 LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
26.
CULTURE-SPECIFIC 1 2 3 4 5 LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
27.
CULTURE-SPECIFIC 1 2 3 4 5 LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
28.
CULTURE-SPECIFIC 1 2 3 4 5 LANGUAGE BODY POSITIONS SOCIAL CONTEXTS SYMBOLS AESTHETICS @THEWEBPSYCH All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
29.
CULTURABILITY “ The relationship between culture
and usability in WWW design ” - Barber & Badre (1998) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
30.
2 HOFSTEDE’S DIMENSIONS All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
31.
CULTURE “ ” The collective mental
programming of the human mind which distinguishes one group of people from another - Hofstede (2010) @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
36.
UNCERTAINTY AVOIDANCE “ Measures how
uncomfortable we are with ambiguity ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
43.
All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
44.
CLEAR NAVIGATION All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
45.
PREDICTABLE & ASSURING
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
54.
PLAIN LANGUAGE All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
55.
ENABLE GREATER RISKS
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
56.
COMPLEXITY LAYERED NAVIGATION
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
57.
5 LONG-TERM VS SHORT-TERM All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
58.
LONG-TERM / SHORT-TERM “ The
human search for virtue, based on Confucian dynamism: truth is relative vs. absolute ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
65.
All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
66.
PRACTICAL VALUE
PRACTICAL VALUE All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
67.
TRADITION All material
© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
68.
NAVIGATION LESS STRUCTURED
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
74.
All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
75.
INSTANT GRATIFICATION All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
76.
RAPID RAPID All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
77.
TRENDS All material
© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
78.
6 INDULGENCE VS RESTRAINT All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
79.
INDULGENCE / RESTRAINT “ The
extent to which society allows us to have fun and enjoy life through free gratification of natural drives ” @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
86.
All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
87.
FUN All material
© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
88.
EASY EASY All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
89.
HONEST DISCUSSION All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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 All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
95.
All material ©
THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
96.
COMMUNITY COMMUNITY All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
97.
SAVE MONEY All
material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
98.
STRUCTURED All material
© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
99.
3 KEY TAKEAWAYS All material
© THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
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.
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