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Fig. 4.1 Hassenzahl's (2004) framework distinguishing between two overall evaluative judg-
ments, i.e. goodness and beauty, and three quality perceptions, i.e. pragmatic quality, hedonic
quality - stimulation, and hedonic quality - stimulation.
than pleasant experience while perceptions of the products' aesthetics to be better
predictors for a pleasant rather than satisfying experience.
But, how stable are such relations over time? Study 1 attempts an initial insight
in the differences between initial and prolonged experiences in the way users form
overall judgments about products. In Hassenzahl's study the users' experience with
the products was limited to short interaction episodes, where users were asked to
carry out a number of predefined tasks. Study 1 attempts to explore how the user
experience and the subsequent evaluative judgments develop over a longer period
of time, and in less controlled interactions.
4.3
Study 1
The objective of study 1 is to understand how users form evaluative judgments dur-
ing the first experiences with a product and after prolonged use. Hassenzahl's (2004)
distinction between the two evaluative judgments of goodness and beauty was em-
ployed in an effort to replicate existing findings and extend them over prolonged
use. Given previous results one would expect beauty to be relatively stable over
time (Lindgaard et al., 2006; Tractinsky et al., 2006; Hassenzahl, 2004) and related
to the self-image (Hassenzahl, 2004; Tractinsky and Zmiri, 2006; Tractinsky et al.,
2006) that the product communicates to relevant others. Further, one would expect
judgments of goodness to be primarily affected by the product's pragmatic aspects
(i.e. utility and usability) (Hassenzahl, 2004; Mahlke, 2006).
4.3.1
Method
4.3.1.1
Participants
A total of ten individuals (four female) participated in a four weeks study of an Inter-
active TV set-top box (STB). They all responded to an invitation that was placed on
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