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MEDES, 2013www.henley.reading.ac.ukTuesday, 29th October 2013 Business Informatics, Systems and Accounting S. Hu, S. R. Gulliver, M. Kyritsis, R. Stevens.

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Presentation on theme: "MEDES, 2013www.henley.reading.ac.ukTuesday, 29th October 2013 Business Informatics, Systems and Accounting S. Hu, S. R. Gulliver, M. Kyritsis, R. Stevens."— Presentation transcript:

1 MEDES, 2013www.henley.reading.ac.ukTuesday, 29th October 2013 Business Informatics, Systems and Accounting S. Hu, S. R. Gulliver, M. Kyritsis, R. Stevens Fashion Magazines: Design Implications of Focus and Perception Variance between Chinese and UK Females

2 MEDES, 2013 Fashion Magazine readers in China spend a high proportion of their income on fashion items. Chinese Fashion Fashion magazines are primarily from US / UK / Japan.

3 MEDES, 2013 Do people from different cultures perceive fashion magazine content differently? Does the dominance of Western designed magazines in China pose a cultural information mismatch? 3 Questions

4 MEDES, 20134 Buying Behaviour

5 MEDES, 2013 Gender Age Income Personality Cognitive Style 5 Individual Differences

6 MEDES, 20136 Social Norms

7 MEDES, 2013 15 UK / 15 Chinese Aged between 18 and 50 All Chinese participants had excellent functional English language skills (i.e. above IELTS 6.5 with no area below 6.0). Participant personality information was collected using grouped sets of questions 7 Experimental Demography

8 MEDES, 2013 Section 1: Collect Personal Information – Age, income, interest levels in fashion products… Section 2: Fashion magazine selection /content. Section 3: Fashion magazine design /format 8 Questionnaire

9 MEDES, 2013 Vogue – as Chinese vogue is known. 10 pages - cover page, two content (textual) pages, editors letter, six pages of cover story. Similar layout! 9 Experimental Material

10 MEDES, 201310 Eye-tracking

11 MEDES, 2013 Nationality has a significant effect on total time spent on page {F (1, 296) = 3.889; p=.050}. Not as a result of one cultural dimension! 11 British Consistently slower SlowFast

12 MEDES, 2013 When content regions were characterised, view time changed across regions – with human pictures receiving longer viewing. 12 Picture Focus Both Chinese and British females take a similar level of time on pictorial pages, however British females read more textual information. Is this due to language level, or is this a more generic cultural trend?

13 MEDES, 201313 Cognition Analysis

14 MEDES, 201314 Heat map

15 MEDES, 201315 Thinker / Feeler Hypothesis Nationality was found to have a significant effect on participant base personality type (thinking/feeling) {F (1, 28) = 4.268; p=.048}. Feeler – context (Holistic) Thinker – focus (Analytical) Gramling, Carolyn. (2005) what are you looking at? - Science.

16 MEDES, 2013 British females spend longer viewing textual content in fashion magazines – language? British focus on the focal object. Chinese focus on the content. 16 Implications Design Mismatch ???

17 MEDES, 2013 Increase sample size. Investigate impact of language. Increase country scope. Investigate online usage! 17 Further Work

18 MEDES, 2013 Questions 18 Dr Stephen R. Gulliver Email - S.R.Gulliver@henley.reading.ac.ukS.R.Gulliver@henley.reading.ac.uk Stephen Gulliver


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