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the website of a multinational consumer electronics company. Their age varied from
22 to 35 years (mean 26y). Their likelihood to recommend the brand ranged from 3
to 9 on a 10-point scale (mean 7.8, std. 2.3). Participants were classified to respec-
tive market segments based on demographic information. A bias towards innovator
consumers was observed, as it was expected. The study focused on a particular part
of the set-top box, uWand. uWand is a novel pointing device for interactive TV con-
texts. It uses led technology to identify where the user points at within the content
that appears on the TV.
Fig. 4.2 A novel pointing device for Interactive TV context, used in Study 1
4.3.1.2
Procedure
During the four week testing period participants were asked to rate uWand at two
different times, during the first week of use as well as at the end of the 4 th week.
The AttracDiff 2 questionnaire (Hassenzahl, 2004) was employed for the assess-
ment of three distinct aspects of the quality of interactive products: pragmatics (e.g.
simple, practical, clear), stimulation (e.g. innovative, exciting, new) and identifi-
cation (e.g. inclusive, classy, presentable). Each quality aspect is measured with
seven bipolar attributes, employed in Semantic Differential scales (Osgood et al.,
1957). Beauty and goodness were measured with single items (taken from AttracD-
iffs appeal construct). Both are evaluative judgments with Goodness focusing on the
complete product, while Beauty is rather restricted to visual features. Note that for
evaluative, high level summary judgments single item measurements are appropriate
and commonly used (e.g., to measure subjective well-being).
4.3.2
Results
Since we were interested in a detailed picture of the relationship between product at-
tributes, we decided to analyze every attribute (in Table 4.1) separately. The distance
 
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