PowerPoint Presentation

S. Hu, S. R. Gulliver, M. Kyritsis, R. Stevens

Fashion Magazines: Design Implications of Focus and Perception Variance between Chinese and UK Femaleswww.henley.reading.ac.ukTuesday, 29th October 2013Business Informatics, Systems and AccountingMEDES, 2013Fashion Magazine readers in China spend a high proportion of their income on fashion items.

Chinese Fashion

Fashion magazines are primarily from US / UK / Japan.MEDES, 2013Do people from different cultures perceive fashion magazine content differently?Does the dominance of Western designed magazines in China pose a cultural information mismatch? 3QuestionsMEDES, 20134Buying Behaviour

MEDES, 2013GenderAgeIncomePersonalityCognitive Style5Individual DifferencesMEDES, 20136Social Norms

MEDES, 201315 UK / 15 ChineseAged 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 questions7Experimental DemographyMEDES, 2013Section 1: Collect Personal Information Age, income, interest levels in fashion productsSection 2: Fashion magazine selection /content.Section 3: Fashion magazine design /format8QuestionnaireMEDES, 2013Vogue as Chinese vogue is known.10 pages - cover page, two content (textual) pages, editors letter, six pages of cover story. Similar layout!

9Experimental MaterialMEDES, 201310Eye-tracking

MEDES, 2013Nationality 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!11British Consistently slower

SlowFastMEDES, 2013When content regions were characterised, view time changed across regions with human pictures receiving longer viewing.12Picture 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? MEDES, 201313Cognition Analysis

MEDES, 201314Heat map

MEDES, 201315Thinker / 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. MEDES, 2013British females spend longer viewing textual content in fashion magazines language?British focus on the focal object. Chinese focus on the content.16Implications

Design Mismatch ???MEDES, 2013Increase sample size.Investigate impact of language.Increase country scope.Investigate online usage!17Further WorkMEDES, 2013Questions18Dr Stephen R. Gulliver Email - S.R.Gulliver@henley.reading.ac.uk

Stephen GulliverMEDES, 2013Hofstede dimensions: UK and China (Hofstede, 2012 online).

PDIIDVMASUAILTO

Chinese80206630118

UK3589663525