Measuring affective reactions on information objects: Quantitative vs. qualitative analysis
✍ Scribed by Irene Lopatovska
- Publisher
- Wiley (John Wiley & Sons)
- Year
- 2007
- Tongue
- English
- Weight
- 25 KB
- Volume
- 43
- Category
- Article
- ISSN
- 0044-7870
No coin nor oath required. For personal study only.
✦ Synopsis
Abstract
Two measures of affective reactions on information objects were tested in an experiment. Participants were given a question and a set of nine websites to find the answer. Participants were asked to evaluate the websites they reviewed by assigning Willingness to Pay (WTP) and Experienced Utility (EU) values to each website. WTP measure was solicited by asking participants to assign dollar amounts to their experiences with the given websites. EU measure was solicited by asking participants to rate their experience with the website using a slider scale from “negative” to “positive”. Participants were also asked to write short statements explaining their rationale for assigning the two values. Statistical analysis of the WTP and EU values showed statistically significant correlation of the two measures with the availability of answer on a website. The content analysis of participants' explanations of the rationale for assigning the values revealed that WTP reflects rational value of an object for completing the task while EU reflects emotional, task‐neutral value of an object.