![]() Hedonic usability: hedonic quality, non-task-oriented quality, non-instrumental qualityįactor analysis supports the distinction between pragmatic and hedonic usability Pragmatic usability: pragmatic quality, ergonomic quality, perceived usability, task-oriented quality, instrumental product quality Although the most common current terms for these constructs are pragmatic and hedonic usability, they are also referred to as Table 1: AttrakDiff1 items for Pragmatic (Ergonomic), Hedonic, and APPEAL constructs.ĭifferent terms are used in the literature for pragmatic and hedonic usabilityĪs research programs move forward and branch along different paths, associated terminology is often not perfectly consistent. Table 1 shows the original set of bipolar adjectives for these constructs (the AttrakDiff1 questionnaire). In 20, Marc Hassenzahl and colleagues published research on a distinction between the concepts of pragmatic (classical) usability and hedonic usability, defined by a set of seven-point semantic differential items (such as interesting-boring and impressive-nondescript) collected concurrently with a measure of appealingness (APPEAL) so they could investigate the extent to which pragmatic and hedonic usability accounted for variation in the measurement of APPEAL. He proposed a “hedonic” quality that includes non-task-oriented aspects such as innovativeness, originality, and the subjective nature of “appealingness.” In the early 2000s, Marc Hassenzahl felt that the definition of usability, while broad, neglected the contribution of fun and enjoyment. What Is Hedonic Usability?īefore 2000, the industrial practitioners who worked on the development of products/systems for human use focused primarily on classical usability, assessing the extent to which designs led to successful and rapid task completion and high levels of satisfaction or perceived usability. In this article, we dive a little deeper into that distinction and discuss how the concepts of pragmatic and hedonic usability have themselves evolved over the past few decades. One of the forces driving the evolution of one major branch is the distinction between pragmatic and hedonic usability. ![]() We recently wrote about the evolution of three branches of standardized UX measurement from the 1970s to the present. What about aspects such as innovativeness, originality, or beauty? Do these matter? If so, how should they be measured? Usability testing tends to focus on the objective task-oriented performance quality of an experience. Structural equation modelling was the main data analysis method for this multivariate investigation.Is a usable experience sufficient for a good experience?Īssuming a product, website, or app does what it intends to do and is usable, is there anything more? The respondents were sampled from malls in Nyanga (targeting Black consumers, most of whom represent lower income consumers), Mitchell's Plain (targeting middle income Coloured and Black consumers), and Canal Walk (targeting high income White, Coloured, Indian and Black consumers), all of which either have SPAR, Pick n Pay or Shoprite/Checkers retailers that sell FMCGs. Data was collected from 272 White, Indian, Coloured and Black South Africans living in Cape Town. Quantitative research methods were used to collect and analyse the data, appropriate because of the nature of the research (testing relationships between multi-variables), and the fact that standardised instruments were available to test the proven and valid variables. ![]() The study also examined the extent to which brand trust and affect influence consumer satisfaction, examined as drivers of attitudinal and behavioural brand loyalty. This study therefore tested how brand building efforts for some selected FMCG brands in South Africa impact on brand loyalty, as well as the extent to which utilitarian and hedonic need satisfaction leads to brand trust and brand affect for these low involvement products. How the different types of needs first influence brand trust and brand affect, before affecting consumer satisfaction, also requires investigation. Knowledge about the type of needs (utilitarian and hedonic) is however, not usually determined. Models of how brand loyalty is built have been tested and most agree that brand loyalty is linked to satisfying customer needs. Questions thus arise about how brand loyalty is achieved, especially for low involvement product categories classified as fast moving consumer goods (FMCGs). The concept of brand loyalty highlights the importance of brands in marketing strategy development because it leads to a stream of benefits for the company (lower marketing costs, less price sensitivity, greater market share and greater profits).
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