The Culturally Customized Web Site Individualism/Collectivism Individualism/Collectivism is a construct that measures whether or not a culture’s members tend to look after only themselves and their immediate family (IDV) or, whether they tend to belong to in-groups or collectivities that are suppose to look after them in exchange for loyalty. This cultural dimension focuses on an individual’s relationship with society or other individuals. A culture that scores high on individualism (high IDV index) has members whose identity is based in the individual, whereas collectivist society (low IDV index) members’ identities are based in the social network to which they belong. Individualism Individualistic societies (High IDV) ties between individuals are loose, personal freedom is valued and individual decision-making is encouraged. These cultures encourage personal achievement and the population is more self-reliant. The people value selfreliance, achievement, independence and freedom. Examples of Individualistic Countries (High IDV) • • • • United States Australia Canada United Kingdom • • • • Netherlands New Zealand Italy Belgium Individualism Advertising emphasizes the independence theme in the form of individual determination, independence, competition, autonomy, and non-conformity Check out IDV advertising and web sites…. High IDV Web Sites • • • • Independence Theme Good/Prominent Privacy Statement Personalization/Customization Product Uniqueness Collectivism In collectivist societies individuals are connected with strong societal bonds, group well-being takes precedence over individual well being, and there is emphasis on group decision making and conformity. People should be willing to sacrifice themselves for the greater benefit of the social unit or the society. Examples of Collectivist Countries (Low IDV) • • • • Guatemala Ecuador Panama Venezuela • • • • Colombia Indonesia Pakistan China Collectivism Advertising shows in such countries has an emphasis on group-consensus appeals, family security, and family ties. Low IDV Web Sites • • • • • • • Community Relations Clubs/Chat Rooms Newsletter Family Theme Symbols and pictures Loyalty programs Links to local Web sites Uncertainty Avoidance Uncertainty Avoidance is the extent to which the members of a culture feel threatened by uncertain or unknown situations. In a high uncertainty avoidance (high UAI) culture members feel that what is different is dangerous and, that uncertainty is felt as a continuous threat that must be fought. In contrast, a low uncertainty avoidance culture’s (low UAI) people feel that what is different is curious and, that uncertainty is a normal feature of life and it must be accepted as it comes. Uncertainty Avoidance High uncertainty avoidance countries tend to be less risk takers, avoid ambiguous situations, view conflict and competition as threatening, and value security over adventure and risk. They also value conservatism and traditional beliefs and have a need for clear rules, structure, directions, and codes of conduct. These countries tend to be less secure when shopping online. Examples of High Uncertainty Avoidance Countries • • • • Greece Portugal Uruguay El Salvador • • • • Belgium Japan Peru Spain High Uncertainty Avoidance Web Sites Should Emphasize • Guided Navigation • Customer Service with Expert Blogs • Traditional Theme(s) • Local Stores or Contacts • Local Terminology • Free Trials or Downloads • Toll Free Numbers • Transaction Security For those countries low on uncertainty avoidance the above Web site characteristics are not a priority. Power Distance Countries high on power distance tend to have more hierarchical social structure, emphasize status and referent power, and value authority and legitimacy. These people tend to be very sensitive with regard to respect and obedience to the elderly and authority figures. Example: Caste System of India The challenge is to depict status, hierarchical structure and personal authority on the web. Power Distance Countries low on power distance tend to be more egalitarian, accept less social hierarchy, and value equal rights for all. Examples of High Power Distance Countries • • • • • Malaysia Panama Guatemala Philippines China • • • • • Mexico India Arab World Indonesia West Africa Examples of Low Power Distance Countries • • • • • Austria Israel Denmark Ireland Costa Rica • • • • • Finland Sweden Switzerland Germany USA High Power Distance Web Sites Should Emphasize • Organizational Charts • Executive Pictures • Quality Assurance and Awards . • Vision Statement • Pride of Ownership Appeal • Proper Titles Masculinity/Femininity The Masculinity/Femininity dimension deals with the roles that the genders have in the culture. In masculine societies (high MAS index) the gender roles are distinct; men are tough and assertive whereas women are more tender and modest. However, in a feminine culture (low MAS index) the gender roles overlap with both men and women being tender and modest. In a masculine culture the dominant values in society are success, money and things. Yet a feminine society values caring for others and the quality of life. Masculinity/Femininity In Masculine cultures big and fast are admired, the masculine ideal is acceptable and clear gender roles are the norm. These cultures are direct, decisive and emphasize mastery over nature. Feminine cultures value beauty, nature and nurturance and gender roles are blurred. These cultures are inclined towards fantasy, imagery and, oneness with nature. Examples of Masculine Countries • • • • Japan Austria Italy Germany • • • • Colombia USA Australia Venezuela Examples of Feminine Countries • • • • Sweden Norway Netherlands Denmark • • • • Costa Rica Finland Chile Portugal Advertising in Masculine Markets • Men in position of control and power with women in secondary roles • Success or task oriented with emphasis on product performance • Adventure themes, thrills and games often stressed Advertising in Feminine Markets • Gender roles blurred (e.g., father with daughter, mother with son). Career roles blurred as well. • Stress harmony, service-orientation, consensus and modesty • Is the US becoming more feminine? Masculine Web Sites Should Emphasize • Quizzes and Games • Realism theme . • Product Effectiveness • Clear Gender Roles Feminine Web Sites Should Emphasize • Soft-Sell Approach . • Aesthetic The Culturally Customized Web Site A Cultural Values Framework for Web Design What is Culture? “Culture consists in patterned ways of thinking, feeling and reacting acquired and transmitted mainly by symbols, constituting the distinctive achievements of human groups, including their embodied artifacts; the essential core of culture consists of traditional (i.e., historically derived and selected) ideas especially their attached values.” Kroeber and Kluckhohn (1952) What is Cultural Value? “Cultural value is a conception of an individual or group that is either implicit or explicit of the desirable according to a particular culture, which influences the selection from available modes, means and ends of action.” Harris and Moran (1987) Culture as an Iceburg Consumer Behavior Value System “A value system is an enduring organization of beliefs concerning preferable modes of conduct.” Rokeach (1979) Motivations Lifestyles Choices Web Site Must Respond to Values Desired Behavior Cultural Adaptation Hofstede’s Cultural Dimensions (Drivers of Value) • • • • Power Distance Individualism/Collectivism Masculinity/Femininity Uncertainty Avoidance • Geert Hofstede (pronounced: Hof stay da) • The Netherlands • Data gathered in 70’s • Secondary data (IBM) • Highly cited • 5th Dimension – Time • Created an Index on each found at web site Power Distance Power Distance is defined as the extent to which the less powerful members of institutions and organizations accept that power is distributed unequally. A large power index (PDI) means that inequalities among people are both expected and desired. Whereas in a small power distance culture (low PDI) inequalities among people should be minimized. Where is the US on this index? Individualism/Collectivism Individualism/Collectivism is a construct that measures whether or not a culture’s members tend to look after only themselves and their immediate family (IDV) or, whether they tend to belong to in-groups or collectivities that are suppose to look after them in exchange for loyalty. A culture that scores high on individualism (high IDV index) has members whose identity is based in the individual, whereas collectivist society (low IDV index) members’ identities are based in the social network to which they belong. Where is the US on this index? Masculinity/Femininity The Masculinity/Femininity dimension deals with the roles that the genders have in the culture. In masculine societies (high MAS index) the gender roles are distinct; men are tough and assertive whereas women are more tender and modest. However, in a feminine culture (low MAS index) the gender roles overlap with both men and women being tender and modest. In a masculine culture the dominant values in society are success, money and things. Yet a feminine society values caring for others and the quality of life. Where is the US on this index? Uncertainty Avoidance Uncertainty Avoidance is the extent to which the members of a culture feel threatened by uncertain or unknown situations. In a high uncertainty avoidance (high UAI) culture members feel that what is different is dangerous and, that uncertainty is felt as a continuous threat that must be fought. In contrast, a low uncertainty avoidance culture’s (low UAI) people feel that what is different is curious and, that uncertainty is a normal feature of life and it must be accepted as it comes. Where is the US on this index?
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