More Related Content Similar to Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online influence (20) More from Upload Lisboa (12) Upload Lisboa 2012: Nathalie Nahai:Web psychology and the future of online influence1. WEB PSYCHOLOGY
__________ and the future of
__________
ONLINE INFLUENCE
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH
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2. 1 A SHORT STORY
2 WHAT IS ONLINE INFLUENCE?
3 GLOCALISATION
4 RISK, TRUST & PRIVACY
5 CULTURE & PERSONALISATION
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3. 1 A SHORT STORY
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 3
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4. A SHORT STORY
There once was a little girl
who couldn’t sit still…
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5. A SHORT STORY
Gillian Lynne
Dancer, choreographer
(Cats, Phantom of the Opera)
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6. WHAT HAPPENED?
1 Mis-attribution
2 Research
3 An informed approach
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7. WHY WEB PSYCHOLOGY?
1 Explains why we do things
2 Provides insights into your target(s)
3 Designs a persuasive environment
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8. 2 ONLINE INFLUENCE
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9. ONLINE INFLUENCE
Is it the number of people
in your network?
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10. ONLINE INFLUENCE
Or the power to influence
key people within it?
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11. ONLINE = KEY PEOPLE
+
NETWORK NUMBER
INFLUENCE
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12. ONLINE INFLUENCE
So how do we influence
these people?
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13. WEB PSYCHOLOGY
“ ”
The empirical study of how
online environments influence
our attitudes and behaviours
- Nathalie Nahai
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14. neuroscience
behavioural human-computer
economics interaction
cognitive
psychology WEB
PSYCHOLOGY
cross-cultural
psychology
neuroaesthetics user experience
social psychology
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15. IT’S ABOUT
CONTEXT
PSYCHOLOGY
INDIVIDUAL
CULTURAL
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16. 3 GLOCALISATION
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 16
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17. GLOCALISATION
“ ”
A global outlook adapted
to local conditions
- Robertson (1994) 1
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 17
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18. CASE STUDY
3500 products
200 countries
2nd most popular word
after OK (94% recognition)
Adapts products,
marketing, and online
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19. CULTURAL ADAPTATION
Coca-Cola:
Papua New Guinea
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20. GERMANY
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21. CHINA
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22. JAPAN
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23. SOUTH AFRICA
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24. KEY TAKEAWAYS
Consumers are increasingly rejecting
one-size-fits-all solutions
To succeed online, you have to glocalise
your business
If in doubt, research your audience
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 24
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25. 4 RISK, TRUST &
PRIVACY
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 25
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26. RISK, TRUST & PRIVACY
“ ”
A lack of trust and
face-to-face interaction
prevents many people
from purchasing online
- Peter de Vries & Ad Pruyn 2
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27. CONSUMER TRENDS
What stops us buying online?
Lack of customer service
Privacy / security concerns
No real salesperson
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28. CONSUMER TRENDS
What information do we trust?
Consumer reviews
Earned media
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29. RISK, TRUST & PRIVACY
Consumers require greater trust and
confidence buying online vs. face to face 3
The first thing visitors do is subconsciously
scan your site for trust cues 4
New visitors assess trust via your website’s
functionality, design & reputation 5
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 29
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30. GENDER DIFFERENCES
Less concerned More skeptical of
about privacy 6 online info 6
Happier parting Perceive online
with sensitive purchasing as
personal info 7 riskier than males 8
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 30
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31. KEY TAKEAWAYS
Online shopping is growing, as are privacy
and security concerns
Subconscious cues on websites can mitigate
these concerns
Different audiences have different needs
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 31
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32. 5 CULTURE &
PERSONALISATION
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33. CULTURAL DIFFERENCES
Personalisation involves tailoring a user’s
experience to their needs
Global platforms exist within cultural
contexts that influence user behaviour
Personalisation involves cultural specificity
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 33
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34. SOFTWARE OF THE MIND
“ ”
The collective mental
programming of the human
mind which distinguishes one
group of people from another
- Hofstede (2010) 9
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35. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 35
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36. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
2. Individualism v. Collectivism
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 36
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37. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
2. Individualism v. Collectivism
3. Masculinity v. Femininity
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 37
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38. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
2. Individualism v. Collectivism
3. Masculinity v. Femininity
4. Uncertainty Avoidance
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 38
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39. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
2. Individualism v. Collectivism
3. Masculinity v. Femininity
4. Uncertainty Avoidance
5. Long-term Orientation
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 39
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40. HOFSTEDE’S 6 DIMENSIONS
1. Power Distance
2. Individualism v. Collectivism
3. Masculinity v. Femininity
4. Uncertainty Avoidance
5. Long-term Orientation
6. Indulgence v. Restraint
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 40
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41. KEY TAKEAWAYS
Consumers expect a coherent, appropriate
experience that reflects their needs
Culture influences user behaviours and
expectations
Understand the cultural context of your
users to design better user engagement
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 41
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42. WANT TO KNOW MORE?
Contact my agent:
Jacq@londonwritersclub.com
The Web Psychologist . com
@TheWebPsych
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 42
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43. REFERENCES
1 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.
2 P. de Vries and A. Pruyn (2007) ‘Source salience and the persuasiveness of peer recommendations: The mediating role of
social trust’, Persuasive, LNCS, 4744: 164–75.
3 Y. H. Tan and W. Thoen (2001) ‘Toward a generic model of trust for electronic commerce’, International Journal of
Electronic Markets, 5 (2): 61–74.
4 E. Andrade, V. Kaltcheva and B. Weitz (2002) ‘Self-disclosure on the Web: The impact of privacy policy, reward and brand
reputation’, Advances in Consumer Research, 29: 350–3.
5 M. F. Wolfinbarger and M. C. Gilly (2002) ‘.comQ: Dimensionalizing, measuring and predicting quality of the e-tailing
experience’. MSI Working Paper Series, No. 02-100.
6 D. Cyr and C. Bonanni (2005) ‘Gender and website design in e-business’, International Journal of Electronic Business, 3
(6): 565–82.
7 A. Acquisti and R. Gross (2006) ‘Imagined communities: Awareness, information sharing, and privacy on the Facebook’,
Lecture Notes in Computer Science, 4258: 36–58.
8 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: 768–75.
9 G. Hofstede (2010) Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill.
NATHALIE NAHAI / THE WEB PSYCHOLOGIST / @THEWEBPSYCH 43
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