The DOI matches its Crossref record; 12 of the 12 references it cites were found in a registry or an index; none of the 11 sources its claims cite is checked for support yet.
Crosscurrents: cultural dimensions and global Web user-interface design
Open accessAbstract
This paper introduces dimensions of culture, as analyzed by Geert Hofstede in his classic study of cultures in organizations, and considers how they might affect userinterface designs. Examples from the Web illustrate the cultural dimensions.mation first or read about the organization and assess its credibility?Different cultures look for different data to make decisions. A New Issue for User-Interface DesignersIn most projects, the complex interplay of user, business, marketing, and engineering requirements needs to be resolved by Web user-interface and information visualization designers.Their development process includes iterative steps of planning, research, analysis, design, evaluation, documentation, and training.As they carry out all of these tasks, however, they would do well to consider their own cultural orientation and to understand the preferred structures and processes of other cultures.This attention would help them to achieve more desirable global solutions or to determine to what extent localized, customized designs might be better than international or universal ones.Cultures, even within some countries, are very different.Sacred colors in the Judeo-Christian West (e.g., red, blue, white, gold) are different from Buddhist saffron yellow or Islamic green.Subdued Finnish designs for background screen patterns (see Figure 1) might not be equally suitable in Mediterranean climates, in Hollywood, USA, or Bollywood, India.These differences go deeper than mere appearance; they reflect strong cultural values.How might these cultural differences be understood without falling into the trap of stereotyping other cultures?Many analysts in organizational communication have studied cultures thoroughly and published classic theories; other authors have applied these theories to analyze the impact of culture on business relations and commerce (see Bibliography).Few of these works are well known to the user-interface design community.This paper introduces the well-respected work of one theorist, Geert Hofstede, and applies some of his cultural dimensions to Web user interfaces.Edward T. Hall, David Victor, and Fons Trompenaars would have been equally valuable in illuminating the problems of cross-cultural communication on the Web, but our application of Hofstede will demonstrate the value of this body of research for our field.
Overview
Integrity signals
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Statistics
Verification
Claims the paper makes
11 Sources not found · 5 No basis given · 3 Own interpretation · 2 Own result
The paper states this without a source or data behind it here, so there is nothing to check it against. The quote shows it is in the paper.
In the paper
“The Excite website (www.excite.com.se/)from Sweden, with the lowest MF value 5, makes no distinction in gender or age.”
§ l y + a u g u s t 2 0 0 0 > Masculinity vs. Femininity (MAS)
plainSingle case- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: unclear — It is unclear whether the paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
A result the paper reports from its own data — it cites no other source for it, so there is none to check. The quote shows it is in the paper.
In the paper
“The USA website features an emphasis on the visitor, his/her goals, and possible actions in coming to the park.”
§ l y + a u g u s t 2 0 0 0 > Individualism vs. Collectivism
plaincorrelationalSingle case- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: passes — The paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
- It may state two separate claims as one. 16
- Probably not a substantial claim. 12
- The quote only partly states this claim. 1
A result the paper reports from its own data — it cites no other source for it, so there is none to check. The quote shows it is in the paper.
In the paper
“The Costa Rican website features an emphasis on nature, downplays the individual tourist, and uses a slogan to emphasize a national agenda.”
§ l y + a u g u s t 2 0 0 0 > Individualism vs. Collectivism
plaincorrelationalSingle case- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: passes — The paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
It may state two separate claims as one.
The paper states this without a source or data behind it here, so there is nothing to check it against. The quote shows it is in the paper.
In the paper
“The Dutch websites feature an emphasis on students (not leaders), a stronger use of asymmetric layout, and photos of both genders in illustrations.”
§ l y + a u g u s t 2 0 0 0 > Hofstede's Dimensions of Culture
plaincorrelational- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: passes — The paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
It may state two separate claims as one.
The paper states this without a source or data behind it here, so there is nothing to check it against. The quote shows it is in the paper.
In the paper
“The ChickClick (www.chickclick.com/)USA website (MAS = 52) consciously promotes the autonomy of young women (although it leaves out later stages in a woman's life).”
§ l y + a u g u s t 2 0 0 0 > Masculinity vs. Femininity (MAS)
plaindirectSingle case- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: fails — The paper’s conclusions may not depend on it.
- Based: fails — The paper may give no reason why it holds.
Probably not a substantial claim. The paper’s conclusions may not depend on it. The paper may give no reason why it holds. It may state two separate claims as one.
The paper states this without a source or data behind it here, so there is nothing to check it against. The quote shows it is in the paper.
In the paper
“The Siemens website (www.siemens.co.de/) from Germany (LT=31) shows a typical Western corporate layout that emphasizes crisp, clean functional design aimed at achieving goals quickly.”
§ l y + a u g u s t 2 0 0 0 > Long-vs. Short-Term Time Orientation
plainSingle case- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: fails — The paper’s conclusions may not depend on it.
- Based: fails — The paper may give no reason why it holds.
Probably not a substantial claim. The paper’s conclusions may not depend on it. The paper may give no reason why it holds.
The paper states this without a source or data behind it here, so there is nothing to check it against. The quote shows it is in the paper.
In the paper
“The Chinese version from Beijing requires more patience to achieve navigational and functional goals.”
§ l y + a u g u s t 2 0 0 0 > Long-vs. Short-Term Time Orientation
plaindirectSingle case- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: fails — The paper’s conclusions may not depend on it.
- Based: fails — The paper may give no reason why it holds.
Probably not a substantial claim. The paper’s conclusions may not depend on it. The paper may give no reason why it holds.
In the paper
“Low PD countries tend to view subordinates and supervisors as closer together and more interchangeable, with flatter hierarchies in organizations and less difference in salaries and status.”
§ l y + a u g u s t 2 0 0 0 > Hofstede's Dimensions of Culture
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plaincorrelational- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: fails — The paper’s conclusions may not depend on it.
- Based: passes — The paper gives a reason why it holds.
Probably not a substantial claim. The paper’s conclusions may not depend on it. It may state two separate claims as one.
- Not matched
In the paper
“Hofstede identified five dimensions and rated 53 countries on indices for each dimension, normalized to values (usually) of 0 to 100.”
§ l y + a u g u s t 2 0 0 0 > Introduction
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plain- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: passes — The paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
Probably not a substantial claim. It may state two separate claims as one.
- Not matched
In the paper
“Hofstede found that individualistic cultures value personal time, freedom, challenge, and such extrinsic motivators as material rewards at work.”
§ l y + a u g u s t 2 0 0 0 > Individualism vs. Collectivism
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plaincorrelational- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: unclear — It is unclear whether the paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
It may state two separate claims as one.
- Not matched
In the paper
“tries tend to have centralized political power and exhibit tall hierarchies in organizations with large differences in salary and status.”
§ l y + a u g u s t 2 0 0 0 > Hofstede's Dimensions of Culture
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plaincorrelational- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: unclear — It is unclear whether the paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
It may state two separate claims as one.
- Not matched
In the paper
“His five dimensions of culture are the following: • Power-distance • Collectivism vs. individualism • Femininity vs. masculinity • Uncertainty avoidance • Long-vs.short-term orientation”
§ l y + a u g u s t 2 0 0 0 > Introduction
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plain- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: passes — The paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
Probably not a substantial claim. It may state two separate claims as one.
- Not matched
In the paper
“By contrast, low UA cultures tend to have higher caffeine consumption, lower calorie intake, higher heart-disease death rates, and more chronic psychosis per capita.”
§ l y + a u g u s t 2 0 0 0 > Uncertainty Avoidance (UA)
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plaincorrelational- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: fails — The paper’s conclusions may not depend on it.
- Based: passes — The paper gives a reason why it holds.
Probably not a substantial claim. The paper’s conclusions may not depend on it. It may state two separate claims as one.
- Not matched
A conclusion the paper draws from its own results — it cites no other source for it, so there is none to check. The quote shows it is in the paper.
In the paper
“Since Hofstede's definition focuses on the balance between roles and relationships, we believe masculinity and femininity may be expressed on the Web through different emphases.”
§ l y + a u g u s t 2 0 0 0 > Uncertainty Avoidance (UA)
hedgedconditional- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: passes — The paper’s conclusions depend on it.
- Based: fails — The paper may give no reason why it holds.
Probably not a substantial claim. The paper may give no reason why it holds. It may state two separate claims as one.
- Rests on an assumption: Recent research has shown that Hofstede's cultural dimensions have remained quite stable for the last twenty years.
- Rests on an assumption: Not everyone in a society fits the cultural pattern precisely, but there is enough statistical regularity to identify trends and tendencies.
- Rests on an assumption: Different cultures look for different data to make decisions.
In the paper
“At work, collectivist cultures value training, physical conditions, skills, and the intrinsic rewards of mastery.”
§ l y + a u g u s t 2 0 0 0 > Hofstede's Dimensions of Culture
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plain- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: passes — The paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
Probably not a substantial claim. It may state two separate claims as one.
- Not matched
In the paper
“In the early 1980s, shortly after Hofstede first formulated his cultural dimensions, work by Michael Bond convinced him that a fifth dimension needed to be defined.”
§ l y + a u g u s t 2 0 0 0 > Long-vs. Short-Term Time Orientation
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plaindirect- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: fails — The paper’s conclusions may not depend on it.
- Based: passes — The paper gives a reason why it holds.
Probably not a substantial claim. The paper’s conclusions may not depend on it.
- Not matched
In the paper
“Hofstede notes that some cultural relativism is necessary: it is difficult to establish absolute criteria for what is noble and what is disgusting.”
§ l y + a u g u s t 2 0 0 0 > Conclusions
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plain- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: passes — The paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
Probably not a substantial claim. It may state two separate claims as one.
- Not matched
In the paper
“There are some interesting correlations for power distance: low PD countries tend to have higher geographic latitude, smaller populations, and/or higher gross domestic product (GDP) per capita than high PD countries.”
§ l y + a u g u s t 2 0 0 0 > Hofstede's Dimensions of Culture
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plaincorrelational- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: fails — The paper’s conclusions may not depend on it.
- Based: passes — The paper gives a reason why it holds.
Probably not a substantial claim. The paper’s conclusions may not depend on it. It may state two separate claims as one.
- Not matched
A conclusion the paper draws from its own results — it cites no other source for it, so there is none to check. The quote shows it is in the paper.
In the paper
“Based on this definition, we believe power distance may influence the following aspects of user-interface and Web design: • Access to information: highly (high PD) vs. less-highly (low PD) structured.”
§ l y + a u g u s t 2 0 0 0 > Hofstede's Dimensions of Culture
hedgedconditional- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: passes — The paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
It may state two separate claims as one. The quote only partly states this claim.
- Rests on an assumption: Recent research has shown that Hofstede's cultural dimensions have remained quite stable for the last twenty years.
- Rests on an assumption: Not everyone in a society fits the cultural pattern precisely, but there is enough statistical regularity to identify trends and tendencies.
- Rests on an assumption: Different cultures look for different data to make decisions.
A conclusion the paper draws from its own results — it cites no other source for it, so there is none to check. The quote shows it is in the paper.
In the paper
“Based on this definition, we believe individualism and collectivism may influence the following aspects of user-interface and Web design:”
§ l y + a u g u s t 2 0 0 0 > Hofstede's Dimensions of Culture
hedgedconditional- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: passes — The paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
It may state two separate claims as one.
- Rests on an assumption: Recent research has shown that Hofstede's cultural dimensions have remained quite stable for the last twenty years.
- Rests on an assumption: Not everyone in a society fits the cultural pattern precisely, but there is enough statistical regularity to identify trends and tendencies.
- Rests on an assumption: Different cultures look for different data to make decisions.
In the paper
“Hofstede and Bond found such countries shared these beliefs: • A stable society requires unequal relations. • The family is the prototype of all social organizations; consequently, older people (parents) have more authority than younger people (and men more than women).”
- Also stated in: § Uncertainty Avoidance (UA) · plain
“• Virtuous behavior to others means not treating them as one would not like to be treated. • Virtuous behavior in work means trying to acquire skills and education, working hard, and being frugal, patient, and persevering.”
§ l y + a u g u s t 2 0 0 0 > Uncertainty Avoidance (UA)
What the sources say
- Not matchedcites Hofstede
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
plaincorrelational- Asserted: passes — The authors put it forward as true.
- Checkable: passes — It can be checked against evidence.
- Load-bearing: unclear — It is unclear whether the paper’s conclusions depend on it.
- Based: passes — The paper gives a reason why it holds.
It may state two separate claims as one.
- Also stated in: § Uncertainty Avoidance (UA) · plain
The paper relies on this without support.
Few works on cultural theories applied to business relations and commerce are well known to the user-interface design community.
“Few of these works are well known to the user-interface design community.”
The paper relies on this without support.
Recent research has shown that Hofstede's cultural dimensions have remained quite stable for the last twenty years.
“Recent research has shown that the dimensions have remained quite stable for the last twenty years.”
The paper relies on this without support.
There is no escaping bias; all people develop cultural values based on their environment and early training as children.
“There is no escaping bias; all people develop cultural values based on their environment and early training as children.”
The paper relies on this without support.
Not everyone in a society fits the cultural pattern precisely, but there is enough statistical regularity to identify trends and tendencies.
“Not everyone in a society fits the cultural pattern precisely, but there is enough statistical regularity to identify trends and tendencies.”
The paper relies on this without support.
Different cultures look for different data to make decisions.
“Different cultures look for different data to make decisions.”
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
Each contradiction between two passages listed here was confirmed by an independent check.
Rated minor: it would not touch a result — a value no result rests on, a p-value that stays on the same side of the significance level, or a conflict that is clerical, resolved elsewhere in the paper, or outside its own findings.
In the paper
§ l y + a u g u s t 2 0 0 0 > Masculinity vs. Femininity (MAS)
“The ChickClick (www.chickclick.com/)USA website (MAS = 52) consciously promotes the autonomy of young women (although it leaves out later stages in a woman's life).”
§ l y + a u g u s t 2 0 0 0 > Uncertainty Avoidance (UA)
“The following list shows some typical masculinity (MAS) index values, where a high value implies a strongly masculine culture: 95 Japan 79 Austria 63 South Africa 62 USA 53 Arab countries”
Citations
Cites
Cultures and Organizations: Software of the Mind.
Triandis, H. C., & Hofstede, G. (1993) · Administrative Science Quarterly · doi:10.2307/2393257 · Cited by 17,696
Hall, E. T. (1973) · Leonardo · doi:10.2307/1572461 · Cited by 4,883
Cultures and organizations: software of the mind
(1992) · Choice Reviews Online · doi:10.5860/choice.29-4203 · Cited by 3,703
Andrews, T. G., & Mead, R. J. (2009) · Routledge eBooks · Cited by 573
Moran, R. T., Harris, P. R., & Moran, S. V. (2010) · Routledge eBooks · doi:10.4324/9781856179249 · Cited by 226
Fernandes, T. (1994) · CHI Conference Extended Abstracts on Human Factors in Computing Systems (CHI EA) · doi:10.1145/259963.260509 · Cited by 150
Designing User Interfaces for International Use
Nielsen, J. (1990) · Medical Entomology and Zoology · Cited by 145
Learning How to Use a Cellular Phone: Comparison between German and Chinese Users.
Honold, P. (1999) · Technical Communication: Journal of the Society for Technical Communication · Cited by 74
Multicultural Management 2000: Essential Cultural Insights for Global Business Success
Elashmawi, F., & Harris, P. R. (1998) · Cited by 31
International and Intercultural User Interfaces
Marcus, A. (2000) · CRC Press eBooks · doi:10.1201/9780429285059-3 · Cited by 26
Self-citationFernandes, T. (1995) · Conference companion on Human factors in computing systems - CHI '95 · doi:10.1145/223355.223723 · Cited by 23
Global User Experience (GLUE), design for cultural diversity: Japan, China and India.
Dan, H., & Prabhu, G. V. (1999) · Cited by 10
Research works printed but not linked: 4
- DelGaldo Elise , and Nielsen , Jakob , ed., International User Interfaces , TBD , 1996 DelGaldo Elise, and Nielsen, Jakob, ed., International User Interfaces, TBD, 1996
- Lewis , Richard , When Cultures Collide , Nicholas Brealey , London , 1991 . Lewis, Richard, When Cultures Collide, Nicholas Brealey, London, 1991.
- Trompenaars , Fons , and Charles Hampden Turner , Riding the Waves of Culture , McGraw-Hill , NY , 1998 . Trompenaars, Fons, and Charles Hampden Turner, Riding the Waves of Culture, McGraw-Hill, NY, 1998.
- ACM/SIGCHI Intercultural listserve: chi-intercultural@acm.org. Moderator: Donald Day mail to: www.sabena.com. ACM/SIGCHI Intercultural listserve: chi-intercultural@acm.org. Moderator: Donald Day mail to: www.sabena.com.
Cited by
Sorted by citations
Postcolonial computing: a lens on design and development
Irani, L., Vertesi, J., Dourish, P., Philip, K., & Grinter, R. E. (2010) · Proceedings of the SIGCHI Conference on Human Factors in Computing Systems · doi:10.1145/1753326.1753522 · Cited by 780
“For example, design aesthetics vary wildly from place to place [21] and taken-for-granted symbolic literacies, such as recognizing an image representing a GUI button, are strange in less computer-saturated cultures [23].”
BackgroundModeling Web Site Design Across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty
Cyr, D. (2008) · Journal of Management Information Systems · doi:10.2753/mis0742-1222240402 · Cited by 766
Exploring Human Images in Website Design: A Multi-Method Approach1
Cyr, Head, M. M., Larios, H., & Pan, B. (2009) · MIS Quarterly · doi:10.2307/20650308 · Cited by 664
Examining Trust in Information Technology Artifacts: The Effects of System Quality and Culture
Vance, A., Elie-Dit-Cosaque, C., & Straub, D. W. (2008) · Journal of Management Information Systems · doi:10.2753/mis0742-1222240403 · Cited by 599
“Del Galdo and Nielsen [15] and Marcus and Gould [55] found similar results.”
ResultColour appeal in website design within and across cultures: A multi-method evaluation
Cyr, D., Head, M., & Larios, H. (2010) · International Journal of Human-Computer Studies · doi:10.1016/j.ijhcs.2009.08.005 · Cited by 511
“Although various elements of website design have significant impacts on consumer perceptions and willingness to interact with or return to a website (Fornell and Larcker, 1981; Szymanski and Hise, 2000), research is sparse when examining potential impacts of website colour (Marcus and Gould, 2000).”
Background
Metadata
- Authors
- Marcus, A., & Gould, E. W.
- Affiliations
- Asociates, Inc., 1144 65th Street, Suite F, Emeryville, CA
- Rensselaer Polytechnic Institute (US)
- ORCID
- Marcus, Aaron
- Venue
- Interactions
- Published
- 2000-07
- Volume
- 7
- Issue
- 4
- Pages
- 32-46
- ISSN
- 1072-5520 (ISSN-L)
- 1558-3449
- OpenAlex
- W2043687274
- Cited by
- 654
- References
- 11
- Citations by year
- 2026: 21 · 2025: 20 · 2024: 12 · 2023: 13 · 2022: 14 · 2021: 23 · 2020: 38 · 2019: 32 · 2018: 26 · 2017: 32 · 2016: 27 · 2015: 33 · 2014: 31 · 2013: 42 · 2012: 35
- FWCI
- 14.02
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Locations
- interactions (publishedVersion)
- Funders
- Universiti Utara Malaysia
- Technische Universiteit Eindhoven
- Topics
- Physical Sciences › Computer Science › Human-Computer Interaction › Usability and User Interface Design
- Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
- Physical Sciences › Computer Science › Human-Computer Interaction › Innovative Human-Technology Interaction
- Keywords
- Hofstede cultural dimensions, web interface design, intercultural communication, cultural values, information visualization, color symbolism, cultural stereotypes
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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