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Metaphors and Website Design: A Cross-Cultural Case Study of the Tide.com Stain Detective

by A. Dawn Shaikh, Barbara S. Chaparro, W. Todd Nelson, & Anirudha Joshi Summary: This study investigated the generalization of a home metaphor used in the Tide.com Stain Detective (Nelson & Hibner, 2003) to middle-class Indian females. The stain detective

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