“…It also has become common ground in the HCI community that experiences are subjective in nature and highly dependent on the usage context [24,32]. Hence, a user's experiences can be shaped and influenced based on his or her individual preferences (regarding aesthetics or ergonomics), mood, prior interactions, product brand, age, gender, and culture [7,12,16,29,30,34,42,51,52]. The cultural aspect becomes particularly interesting for global businesses, whose products or services can be accessed, evaluated, and purchased from all over the world [17,37,46,61].…”