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Fig. 5.9
Example graphs elicited in the constructive (top) and the value-account (bottom)
conditions during the two sessions.
Next to an number and the richness of elicited reports, the constructive iScale
tool also demonstrates the highest consistency across the two sessions (with a large
effect size, d=4.41, Cohen, 1992), in recalling the exact time that each experience
took place. These findings seem to be in line with the previous ones, i.e., given
that the constructive iScale lead to a more effective reconstruction of the context in
which experiences took place, this should also be beneficial when estimating when
these experiences took place. Moreover, we found experiences relating to the ease-
of-use of the product to be more reliably recalled (in terms of time estimation) in
comparison to ones relating to the products' innovativeness. One possible interpre-
tation might tap into the different nature of experiences that relate to ease-of-use
and innovativeness. Von Wilamowitz-Moellendorff et al. (2006; 2007) similarly ob-
served that participants often recall with greater ease contextual cues about experi-
ences relating to ease-of-use rather than stimulation. Ease of use is tied to concrete
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