Metaphors and Website Design: A Cross-Cultural Case Study of the Tide.com Stain Detective
http://www.surl.org/usabilitynews/71/using_metaphors.asp

Shaikh, A. Dawn, Barbara S. Chaparro, W. Todd Nelson and Anirudha Joshi
Usability News
2005

Abstract:

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 was developed with American women based on a card sorting activity. A similar card sorting activity was conducted with six Indian females. Results showed that the Indian participants grouped the stains by the amount of work that was required to remove it, rather than by the location where it occurred.