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User Satisfaction, Aesthetics and Usability
Beyond Reductionism
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Carleton Human Computer Interaction Institute
Carleton University
Ottawa, Ontario, Canada
gitte_lindgaard@carleton.ca , cdudek@chat.carleton.ca
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1. INTRODUCTION
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:+3#(*&$/%:&6$,#3#(*70&c<%+2$#827G@&K(&U,+=$#(630&%$&+7@G6&PN___R&6$2)0D&26%,6
)#)&(9$& =/+(*%& $/%#,& :#()&+8$%,&=9:>7%$#(*&$+636&#(&;/#=/&$/%0&%(=92($%,%)
26+<#7#$0& >,9<7%:6@& U/%& %B>%,#:%($& ,%>9,$%)& /%,%& ;+6& )%6#*(%)& $9& $%6$& $/%
,9<26$(%66&98&$/%6%&+2$/9,6G&8#()#(*&;/%(&26%,6&+,%&%B>96%)&$9&:9,%&6%,#926
26+<#7#$0&>,9<7%:6@
User Satisfaction, Aesthetics and Usability e
2. FRAMEWORK OF THE STUDY
E& ;%<& 6#$%& 988%,#(*& %B=726#?%& ;,#$#(*& 2$%(6#76& ;+6& 26%)@& K(& +(& %+,7#%,
%B>%,#:%($D&$/#6&6#$%&;+6&892()&$9&<%&6#*(#8#=+($70&/#*/%,&#(&+>>%+7&+()&79;%,
#(& >%,=%#?%)& 26+<#7#$0& $/+(& 6%?%,+7& 9$/%,& 6#$%6& 26#(*& $/%& 6+:%& :%$/9)& 98
#(?%6$#*+$#9(&+()&)#88%,%($&*,92>6&98&62<I%=$6&P'#()*++,)&-&12)%3D&N__NR@&K(
=9($,+6$& $9& 6%?%,+7& 98& $/%& 9$/%,& 6#$%6& %:>790%)& #(& $/%& 6+:%& 6%,#%6& 98
%B>%,#:%($6D&+77&98&;/#=/&;%,%&$0>#=+7&6/9>>#(*&6#$%6D&$/%&>%(&6#$%&=9($+#(%)
(9& >,#=%6& 9(& *99)6& 9,& :9(%$+,0& $,+(6+=$#9(& :9)27%6@& K$6& >2,>96%& ;+6& $/26
+>>+,%($70&$9&:+,3%$&,+$/%,& $/+(& 6%77& *99)6@& U/%&>,%6%($&6$2)0&>,9=%%)%)&#(
$;9&>/+6%6@&K(&l/+6%&!D&+(&/%2,#6$#=&%?+72+$#9(&;+6&=9()2=$%)&$9&#)%($#80&$/%
(+$2,%D& 79=+$#9(D& +()& 6%?%,#$0& 98& 26+<#7#$0& >,9<7%:6& #(& $/%& ;%<& 6#$%@& U/%
92$=9:%&98&$/#6&%?+72+$#9(&6%,?%)&+6&+&<+6#6&89,&6%7%=$#(*&+()&)%6#*(#(*&26%,
$+636&$9&<%&>%,89,:%)&#(&$/%&62<6%H2%($&26+<#7#$0&$%6$@&l/+6%&N&=9:>,#6%)&$/%
26+<#7#$0&$%6$& %(+<7#(*&+& =9:>+,#69(&;#$/& +(& %+,7#%,& 6$2)0& 98& $/%& 6+:%& ;%<
6#$%D&+6&89779;64
l,%6%($&6$2)04 [,9;6%&6#$%&P!_&:#(R&Æ& 2(6$,2=$2,%)&#($%,?#%;& Æ&26+<#7#$0
$%6$&Æ&2(6$,2=$2,%)&#($%,?#%;
l,%?#926&6$2)04 [,9;6%&6#$%&P!_&:#(R&Æ&2(6$,2=$2,%)&#($%,?#%;
2.1 Heuristic Evaluation
U/%& /%2,#6$#=& %?+72+$#9(& ,%?%+7%)& 69:%& !eQ& #(6$+(=%6& 98& :9)%,+$%& P(& m
OeR& $9& 6%?%,%& P(& m& !!NR& 26+<#7#$0& >,9<7%:6@& [0& 92,& )%8#(#$#9(D& +& :9)%,+$%
>,9<7%:& *%$6& #(& $/%& 26%,G6& ;+0& <2$& )9%6& (9$& >,%?%($& >,9*,%66& $9;+,)6
+==9:>7#6/#(*& +& *9+7D& ;/%,%+6& +& 6%?%,%& 26+<#7#$0& >,9<7%:& )9%6@& E6& =+(& <%
6%%(&#(&U+<7%&!&<%79;D&$/%&:+I9,#$0&98&$/%&>,9<7%:6&#(?97?%)&(+?#*+$#9(&P(&m
QQR@&A9:%& NM& 98& $/%6%& =9(=%,(%)& /0>%,7#(36& P%@*@& 79936& 7#3%& +&/0>%,7#(3&<2$
#6& (9$i& )9%6& (9$& 7993& 7#3%& +& /0>%,7#(3& <2$& #$& #6i& )9%6& (9$& <%/+?%& 7#3%& +
/0>%,7#(3R@& U/%& ,%:+#(#(*& O]& ;%,%& )2%& $9& 2(262+7D& 2(>,%)#=$+<7%D
#(=9(6#6$%($& (+?#*+$#9(& ,27%6& 9,& +;3;+,)& (+?#*+$#9(& 9>%,+$#9(6@& \9,
%B+:>7%D&:%(26&;%,%&c879+$#(*G&#(&+()&92$&98&?#%;D&89,=#(*&$/%&26%,&$9&6%7%=$
+(&9>$#9(&?%,0&H2#=370D&+()&$/%&+=$#?%&+,%+&62,,92()#(*&+&>9#($&9(&+&:+>&;+6
$#(0D&,%H2#,#(*&62=/&8#(%&:9$9,&:9?%:%($6&$/+$&#$& ;+6& +7:96$&#:>966#<7%&$9
>9#($&>,%=#6%70@&E(9$/%,&*,92>&98&>,9<7%:6&P(&m&ggR&=9(=%,(%)&?#6#<#7#$0&+()
=9:>,%/%(6#9(& 98& $%B$f9<I%=$6D& <%#(*& :+,,%)& <0& =9(826#(*& 9,& :#67%+)#(*
?9=+<27+,0D&=9($,+6$& >,9<7%:6D&9,&$%B$&)#6>7+06&$/+$&;%,%& >+,$70&9<6=2,%)&<0
9?%,7+>>#(*& *,+>/#=6@& A9:%& P(& m& NOR& ;%,%& )2%& $9& #(=9(6#6$%($& 606$%:
<%/+?#92,&9,&)#6>7+0& ,27%6D& %@*@& #(89,:+$#9(& )#6>7+0%)& #(& $/%& $9>:96$& 6=,%%(
>96#$#9(& #(& 9(%& 6=,%%(& ;+6& +$& $/%& <9$$9:& 98& $/%& (%B$D& 9,& $%B$& ;927)& :9?%
;/#7%&$/%&26%,&;+6&,%+)#(*&#$@&U/%&,%:+#()%,&P(&m&NgR&;%,%&2(#H2%&>,9<7%:6
(9$&8+77#(*&#($9&+(0&98&$/%&+<9?%&=+$%*9,#%6@
TGitte Lindgaard & Cathy Dudek
Table 1@ n2:<%,&98&26+<#7#$0&>,9<7%:6&<0&=+$%*9,0
n+$2,%&98&>,9<7%: n
n+?#*+$#9(D&(9$&#(=72)#(*&/0>%,7#(36 O]
F0>%,7#(36 NM
o#6#<#7#$0&-&=9:>,%/%(6#9( gg
A06$%:&<%/+?#92,f)#6>7+0&,27%6 NO
L$/%, Ng
Total 157
2.2 Selection of User Tasks
h>9(& 79+)#(*D& $/%& 6#$%& >7+0%)& +(& +(#:+$%)& #($,9)2=$#9(& $+3#(*& 6%?%,+7
:#(2$%6& ;#$/& +==9:>+(0#(*& 698$& :26#=& :+$=/#(*& $/%& ,/0$/:& 98& $/%
=9792,827D&%($%,$+#(#(*& +(#:+$#9(@&U/#6& #($,9)2=$#9(&7993%)& :9,%& 7#3%& +& Uo
=9::%,=#+7& $/+(& +(& %J=9::%,=%& 6#$%@& U/%& 6#$%& =9:>,#6%)& $/,%%& :+#(
6%=$#9(6D&%+=/&98&;/#=/&;+6&62<J)#?#)%)&#($9&6%?%,+7&62<J6%=$#9(6&;#$/&$/%6%
62<J)#?#)#(*&82,$/%,&$9&+& :+B#:2:&98&892,& 7%?%76@&U/%&%#*/$&26%,& $+636&;%,%
6%7%=$%)& $9& 6+$#680& $;9& 9<I%=$#?%64& P!R& +77& $/,%%& :+#(& 6%=$#9(6& ;%,%
,%>,%6%($%)& +()D& PNR& $/%0& ,%>,%6%($%)& )#88%,%($& 7%?%76& 98& )#88#=27$0& +()
(2:<%,&98&=7#=36&$9&$/%&$+,*%$& #(89,:+$#9(@&U+636&+>>%+,%)&6$,+#*/$J89,;+,)D
89,&%B+:>7%D&+63#(*&62<I%=$6&$9&8#()&92$&;/%(&$/%&=9:>+(0&;+6&%6$+<7#6/%)D
;/%$/%,& $/%& =9:>+(0& /+)& +(0& I9<& 9>%(#(*6D& +()& $9& 8#()& $/%& (%+,%6$& ,%$+#7
92$7%$@
2.3 Procedure
U;%($0& 62<I%=$6D& !_& :+7%6& +()& !_& 8%:+7%6D& ;%,%& ,%=,2#$%)& 8,9:& +,92()
$/%&h(#?%,6#$0&.+:>26&#(&+&6%:#J,+()9:&8+6/#9(D&%(62,#(*&$/+$&b(*7#6/&;+6
$/%#,&8#,6$&7+(*2+*%D&$/+$&$/%0&;%,%&,%*27+,&K($%,(%$&26%,6&PNJ!_/,6f;%%3RD&+()
$/+$&$/%0&/+)&(9&hK&)%6#*(&9,&%?+72+$#9(&%B>%,#%(=%@&&A2<I%=$6&8#,6$&#(6>%=$%)
$/%& 6#$%& 89,& !_& :#(D& /+?#(*& <%%(& $97)& $9& =9(=%($,+$%& 9(& $/%#,& #($%,+=$#?%
%B>%,#%(=%&+()&>,%$%()#(*&$/%0&;%,%&7993#(*&89,&+&*#8$&89,&+&6>%=#+7&>%,69(&$9
6%()&+6&+(&+>979*0@&E$&$/%&%()&98&$/%&!_& :#(2$%6D&+(&2(6$,2=$2,%)&#($%,?#%;
;+6& =9()2=$%)& $9& %7#=#$& +6& :+(0& %B>%,#%(=%J,%7+$%)& 6$+$%:%($6& +6& >966#<7%@
n%B$D& $/%0& =9:>7%$%)& $/%& %#*/$& 26+<#7#$0& $+636D& *#?%(& $9& +77& 62<I%=$6& #(& $/%
6+:%& 6%H2%(=%D& <%*#((#(*& ;#$/& $/%& %+60& $+636D& +()& %()#(*& ;#$/& :9,%
)#88#=27$& $+636@& U/#6& ;+6& )9(%& $9& *#?%& 62<I%=$6& +& 6%(6%& 98& 62==%66& +()
:9$#?+$%& $/%:& $9& ;9,3& $/,92*/& +77& $/%& $+636D& +6& ;%& %B>%=$%)& 69:%& 98& $/%
6%+,=/%6&$9& <%&2(62==%66827@&E77&62<I%=$6&+$$%:>$%)&+77&$+636D&+()&$/%,%&;%,%
(9& $#:%J& 9,& +==2,+=0& =9(6$,+#($6@& A2<I%=$6& ;%,%& +779;%)& $9& *#?%& 2>& #8& $/%0
User Satisfaction, Aesthetics and Usability Q
;%,%&2(+<7%&$9&,%$,#%?%&$/%&#(89,:+$#9(& (%%)%)& $9& =9:>7%$%& $/%& $+63@&E$&$/%
%()&98&$/%&26+<#7#$0&$%6$&+(9$/%,&#($%,?#%;&;+6&=9()2=$%)&#(&$/%&6+:%&:+((%,
+6& <%89,%& $9& 7%+,(& ;/%$/%,& $/%& #(#$#+7& #:>,%66#9(& ,%:+#(%)& =9(6$+($& 9,
;/%$/%,& +>>%+7& ;+6& +$$%(2+$%)& =9:>+,%)& ;#$/& $/%& 8#,6$& #($%,?#%;@& A2<I%=$6
;%,%&$%6$%)&#()#?#)2+770&#(& 6%66#9(6& 7+6$#(*& 2>& $9& !@e& /92,6@& U/%0& ;%,%& >+#)
p!e&.+(+)#+(&89,&$/%#,&$#:%@
2.4 Data Analysis
K($%,?#%;6& ;%,%& +2)#9& $+>%)@& 1+$+& ;%,%& $,+(6=,#<%)& +)& ?%,<+$#:& +()
62<:#$$%)&$9& +& =9($%($& +(+706#6@&A$+$%:%($6& ;%,%&)#?#)%)& #($9&e& =+$%*9,#%64
+%6$/%$#=6D& %:9$#9(D& %B>%=$+$#9(D& 7#3%+<#7#$0& +()& 26+<#7#$0@& & E%6$/%$#=6J$0>%
6$+$%:%($6&+77&,%8%,,%)&$9&?#62+7&H2+7#$#%6&98&$/%&#($%,8+=%&P$99&:2=/&<72%D&$99
:2=/&;/#$%& 6>+=%D& <,#*/$D& >,%$$0D& >7%+6#(*& $9& $/%& %0%R@& b:9$#9(&6$+$%:%($6D
)%8#(%)& #(& $%,:6& 98& 5266%77C6& .#,=2:>7%B& Z9)%7& 98& E88%=$& P5266%77D& !M]_RD
;%,%& $/96%& $/+$& =927)& 8#(#6/& $/%& 6%($%(=%& VK$& ;+6& W:+)%& :%& 8%%7Xq@Y
P2>7#8$#(*D& ,%7+B#(*D& =+7:#(*D& 8,26$,+$#(*R& +()& ,%>,%6%($%)& +& =9(=%>$& $/+$
=927)& ,%+69(+<70& /+?%& <%%(& =9($+#(%)& #(& 5266%77C6& P!M]_R& Z9)%7@
bB>%=$+$#9(& 6$+$%:%($6& %B>,%66%)& $/92*/$6& +<92$& =9:>9(%($6& $/+$& $/%
62<I%=$& ;+6& 62,>,#6%)& $9& 8#()& #(& $/%& #($%,8+=%D& $/92*/$& ;927)& <%& $/%,%D& 9,
6/927)&/+?%& <%%(& $/%,%@& K(& 69:%& =+6%6D&$/%0& 26%)& $/%& ;9,)& C%B>%=$%)C& #(& $/%
6$+$%:%($i&#(&9$/%,6&$/%#,&%B>%=$+$#9(& =927)& <%& )%,#?%)&8,9:&;/+$&;+6&6+#)@
\9,& %B+:>7%D& kK& ;927)& /+?%& $/92*/$& $/%0& ;927)& >2$& +77& $/%& >%(6& $9*%$/%,k
,%87%=$%)& +(& 2(:%$& %B>%=$+$#9(@& '#3%+<#7#$0& 6$+$%:%($6& ;%,%& 9?%,+77
I2)*%:%($6&+<92$&$/%&6#$%&9,&=9:>+,#69(6&;#$/&9$/%,&6#$%6&P<%$$%,&$/+(D&K&7#3%
#$D& #$G6& 93+0D& 8#(%D& (9$& +6& *99)& +6R@& \#(+770D& 26+<#7#$0& =9::%($6& ;%,%& $/96%
$/+$&,%8%,,%)&)#,%=$70&$9&%88#=#%(=0& 9,&%88%=$#?%(%66D&89,&%B+:>7%D&c$/%,%&(9
<+=3&<2$$9(Gi& cK&=927)& (9$&=7#=3& 9(& $/+$GD& +()& c$/%& =/9#=%6& +,%& (9$& 79*#=+770
)#6>7+0%)G@& A$+$%:%($6& #(& ;/#=/& 62<I%=$6& :%,%70& ,%+)& +792)& 6=,%%(& =9($%($
;%,%& %7#:#(+$%)@& A$+$%:%($6& ;%,%& =92($%)& 9(=%& 9(70& ,%*+,)7%66& 98& $/%
(2:<%,&98&$#:%6&+&*#?%(&;9,)&;+6&,%>%+$%)&#(&+(&#($%,?#%;@
3. RESULTS
K(& $/#6& 6%=$#9(D& $/%& )+$+& 8,9:& $/%& 8#,6$& #($%,?#%;& P<%89,%& 26+<#7#$0& $%6$& J
bB>%,#:%($& NR& +,%& =9:>+,%)& ;#$/& $/96%& 9<$+#(%)& #(& $/%& %+,7#%,& %B>%,#:%($
P<,9;6#(*& 9(70& `& bB>%,#:%($& !RD& )%$+#76& 98& ;/#=/& +,%& ,%>9,$%)& %76%;/%,%
P'#()*++,)& -& 12)%3D& N__NR@& U/%& )+$+& =9:>+,#(*& $/%& c<%89,%G& +()& c+8$%,
26+<#7#$0& $%6$G& =9()#$#9(6& +,%& ,%>9,$%)& #(& 6%=$#9(& g@N@& & \#,6$D& ;%& ;+($%)& $9
%B>79,%& ;/%$/%,& >%9>7%& ;927)& /+?%& :9,%& 9,& 7%66& $9& 6+0& +<92$& $/%#,
%B>%,#%(=%&;/%(&$/%0&%B>%=$%)&$9&=9:>7%$%&+&26+<#7#$0&$%6$D&69&+&$;9J$+#7%)&$J
]Gitte Lindgaard & Cathy Dudek
$%6$&;+6&>%,89,:%)&89,&$/%&$9$+7&(2:<%,&98&6$+$%:%($6@&&l+,$#=#>+($6&/+)&:9,%
$9&6+0&;/%(&$/%0&;%,%&%B>%=$#(*&$9&=9:>7%$%&+&26+<#7#$0&$%6$&PbB>%,#:%($&NR
$/+(&;/%(&$/%0&;%,%&I26$&<,9;6#(*&$/%&6#$%&PbB>%,#:%($&!R&;#$/&(9&>+,$#=27+,
>2,>96%&#(&:#()@&P$Pg]RmJN@NOD& >r@_eRD& +6& 6/9;(& #(&\#*2,%& !@& &'993#(*& (%B$
$9&6%%& #8& $/%& 6$,%(*$/&9,&H2+7#$0&98&$/%&%B>%,#%(=%&)#88%,%)D&$/%&>,9>9,$#9(&98
>96#$#?%&6$+$%:%($6&%+=/&*,92>&:+)%&+,%&)#6>7+0%)&#(&\#*2,%&N@
Figure1.&Z%+(&(2:<%,&98&+77&6$+$%:%($6@
Figure 2.&l,9>9,$#9(6&98&+77&$0>%6&98&6$+$%:%($6@
E& $;9J$+#7%)& $J$%6$& =9:>+,#(*& $/%& >,9>9,$#9(& 98& >96#$#?%& 6$+$%:%($6& #(
<9$/&%B>%,#:%($6&6/9;%)&$/+$&$/%&%B>%,#%(=%&98&cI26$&<,9;6#(*G&62<I%=$6&;+6
:9,%& >96#$#?%& $/+(& $/+$& 89,& 62<I%=$6& ;/9& ;%,%& >,%>+,#(*& $9& =9:>7%$%& +
26+<#7#$0& $%6$& P$Pg]Rm& !@MMD& >r@_eR@& L<6%,?+$#9(& 98& 62<I%=$6& )2,#(*& $/%
<,9;6#(*&6%66#9(&#(&<9$/&%B>%,#:%($6&6/9;%)&$/+$&c<,9;6#(*&9(70G&62<I%=$6
$%()%)&$9&:9?%&+,92()&$/%&6#$%&#(&+(&+)&/9=&8+6/#9(@&[0&=9($,+6$D&$/96%&;/9
3(%;&$/%&26+<#7#$0&$+636&;927)&89779;&6%$&92$&606$%:+$#=+770&$9&7993&$/,92*/
+6&:2=/& 98& $/%&6#$%& +6& $/%0&=927)& #(& $/%&!_:#(& <,9;6#(*& $#:%@&U/%6%& 7+$$%,
62<I%=$6&6+;&:9,%&98&$/%&26+<#7#$0&>,9<7%:6& 9;#(*&$9&$/%&6/%%,&)#88#=27$0&98
(+?#*+$#(*&$/%&6#$%@&U/#6&)#88%,%(=%&#(&<,9;6#(*&<%/+?#92,&>,9<+<70&+==92($6
89,&$/%&)#88%,%(=%&#(&>96#$#?%&6$+$%:%($6@
.9(6#6$%($& ;#$/& %+,7#%,& 8#()#(*6D& 6$+$%:%($6& 8%77& #($9& $/%& =+$%*9,#%6
:%($#9(%)&%+,7#%,&P7#3%+<#7#$0D&%:9$#9(D&+%6$/%$#=6&%B>%=$+$#9(&+()&26+<#7#$0R@
0
5
10
15
20
25
30
35
Ex p t 1 Ex p t 2
Mean Number
0
0.5
1
Ex p t 1 Ex p t 2
Proportion Positive
User Satisfaction, Aesthetics and Usability M
U/%& :%+(& (2:<%,& 98& 6$+$%:%($6& #(& %+=/& =+$%*9,0& )#88%,%)& <%$;%%(
%B>%,#:%($6&+6&6/9;(&#(&\#*2,%&g@&&U/%6%&,%627$6&6/9;&$/+$&>%9>7%&/+)&:9,%
$9&6+0& #(& $/%&6%=9()& %B>%,#:%($& $/+(&$/%& 8#,6$D& >+,$#=27+,70&+<92$& 7#3%+<#7#$0
P$PgNRmJN@e_D&>r@_eRD&+()&+%6$/%$#=6&P$PNTRmJN@QeD&>r@_!R@&&U/%&:%+(&(2:<%,
98&%:9$#9(D& %B>%=$+$#9(&+()&26+<#7#$0&6$+$%:%($6&)#)&(9$&)#88%,&P>s@_eR& 8,9:
$/%&8#,6$&$9&$/%&6%=9()&%B>%,#:%($@
Figure 3.&Z%+(&(2:<%,&98&+77&$0>%6&98&6$+$%:%($6@
3.1 Usability Test
L8& $/%& !T_& $+636& +$$%:>$%)& +=,966& +77& 62<I%=$6D& 9(70& QM& POM@g]tR& ;%,%
=9:>7%$%)&62==%6682770@&U/%&+?%,+*%&62==%66&,+$%&;+6&g@Me&98&$/%&%#*/$&$+636@
n9& 9(%& =9:>7%$%)& +77& %#*/$& $+636& 62==%6682770D& +()& (9(%& 98& $/%& $+636& ;%,%
=9:>7%$%)&62==%6682770&<0&+77&62<I%=$6@&L(70&9(%&;+6&=9:>7%$%)&62==%6682770
<0&:9,%&$/+(&!e&62<I%=$6@&U/,%%&$+636&;%,%&=9:>7%$%)&62==%6682770&<0&!_J!e
62<I%=$6D& +()& +(9$/%,& $/,%%& <0& eJ!_& 62<I%=$6@& U/%& ,%:+#(#(*& $+63& ;+6& (9$
=9:>7%$%)&62==%6682770&<0& +&6#(*7%&62<I%=$@&U/%&(2:<%,&98& =7#=36&$9&62==%66
%B=%%)%)& $/%& 9>$#:+7& (2:<%,& #(& +77& $+636D& ,+(*#(*& 8,9:& !__t& $9& N]__t
+<9?%& $/%& 9>$#:2:& 89,& 62==%6682770D& +()& 8,9:& !__t& $9& ]Te_t& 89,
2(62==%6682770&=9:>7%$%)&$+636@&U/26D&;/%(&62<I%=$6&)#)&*#?%&2>D&#$&;+6&9(70
+8$%,& $,0#(*& /+,)@& U/#6& +779;%)& 26& $9& =9(=72)%& $/+$& $/%0& $993& $/%& $+636
6%,#92670@&U/%6%&)+$+&+769&=9(8#,:&$/+$&$/%&7%?%7&98&26+<#7#$0&;+6&?%,0&79;@
3.2 Comparison of First and Second Interview
n9;&=9:>+,#(*&$/%&c<%89,%G&+()&c+8$%,&26+<#7#$0&$%6$G&#($%,?#%;6D&$/%&)+$+
62**%6$& $/+$& $/%& 26%,& %B>%,#%(=%& =/+(*%)& 8,9:& $/%& 8#,6$& $9& $/%& 6%=9()
#($%,?#%;@&& E7$/92*/& ;%& %B>%=$%)& $/%&(2:<%,& 98&6$+$%:%($6& $9& <%& 79;%,& #(
$/%& 6%=9()& #($%,?#%;& <%=+26%& $/%& 62<I%=$6& /+)& +7,%+)0& 6+#)& +77& $/+$& $/%0
;+($%)&#(& $/%& 8#,6$& #($%,?#%;D& +& 9(%J$+#7%)& $J$%6$& 89,& >+#,%)& 6+:>7%6& 6/9;%)
$/+$&$/%& $9$+7& (2:<%,&98&6$+$%:%($6&)#)&(9$&)#88%,&P>s@_eR@&&U/#6&6/9;(&#(
\#*2,%&O@
0
2
4
6
8
10
12
Like Emotion Aesth Expect Use
Mean Number
Ex p t 1
Ex p t 2
!_ Gitte Lindgaard & Cathy Dudek
E6& <%89,%D& $/%& >,9>9,$#9(& 98& >96#$#?%& 6$+$%:%($6& ;+6& =+7=27+$%)@& & U/%6%
+,%& 6/9;(& #(& \#*2,%& e@& & E& $;9J$+#7%)& $J$%6$& 89,& >+#,%)&6+:>7%6& 6/9;%)& $/+$
>+,$#=#>+($6& :+)%& 6#*(#8#=+($70& 8%;%,& >96#$#?%& 6$+$%:%($6& +8$%,& $/%& 26+<#7#$0
$%6$&P$P!MRmO@T_D&>r@__!R@&&U/26D&+7$/92*/&$/%&$9$+7&(2:<%,&98&6$+$%:%($6&)#)
(9$& =/+(*%& 8,9:& $/%& 8#,6$& #($%,?#%;& $9& $/%& (%B$D& $/%& 26%,& %B>%,#%(=%& ;+6
+>>+,%($70&:9,%&(%*+$#?%&+8$%,&$/+(&<%89,%&$/%&26+<#7#$0&$%6$@
Figure 4.&Z%+(&(2:<%,&98&+77&6$+$%:%($6@
Figure 5.&l,9>9,$#9(&98&>96#$#?%&6$+$%:%($6@
[,%+3#(*& )9;(& $/%& 6$+$%:%($6& <0& =+$%*9,0& +6& <%89,%& 6/9;%)& $/+$& $/%,%
;%,%&),+:+$#=& =/+(*%6& #(&69:%&98&$/%6%@&&U/#6& #6&6/9;(&#(&\#*2,%&T@&&K(&$/%
6%=9()& #($%,?#%;& 62<I%=$6& $%()%)& $9& 6+0& 7%66& +<92$& +%6$/%$#=6& P$P!MRmO@eQD
>r@__!R& +()& :9,%& +<92$& 26+<#7#$0& P$P!MRmJN@QQD& >r@_!R@& & U/%,%& ;%,%& (9
)#88%,%(=%& $/%& (2:<%,6& 98& 7#3%+<#7#$0D& %:9$#9(& +()& %B>%=$+$#9(& 6$+$%:%($6
P>s@_eR@&U/#6& #6& (9$&62,>,#6#(*@&& L(%& ;927)&%B>%=$& $/+$& >+,$#=#>+($6& +7,%+)0
6+#)&;/+$&$/%0&;+($%)&#(&$/%&8#,6$&#($%,?#%;D&+()&$/%,%& (9& ,%+69(& $9& $/#(3
$/+$& $/%0& ;927)& ,%>%+$& $/%:6%7?%6& +& 6%=9()& $#:%@& & U/%& 7+,*%,& (2:<%,& 98
26+<#7#$0& 6$+$%:%($6& =+(& <%& +$$,#<2$%)& $9& +& *,%+$%,& +;+,%(%66& 98& 26+<#7#$0
#662%6&,%627$#(*&8,9:&$/%&$+63&,%H2#,%:%($6@
0
5
10
15
20
25
30
35
Inter vie w 1 Inter vie w 2
Mean Number
0
0.5
1
Inte r vi ew 1 Inte r vi ew 2
Proportion Positive
User Satisfaction, Aesthetics and Usability !!
Figure 6. Z%+(&(2:<%,&98&+77&$0>%6&98&6$+$%:%($6@
E& =9:>+,#69(& 98& $/%& >,9>9,$#9(& 98& >96#$#?%& 6$+$%:%($6& #(& $/%& $;9
#($%,?#%;6& 6/9;6& $/+$& $/%,%& ;+6& (9& 9?%,+77& )%=7#(%& #(& $/%& 26%,& %B>%,#%(=%
8,9:& 9(%& #($%,?#%;& $9& $/%& (%B$& #(& $%,:6& 98& +%6$/%$#=6& P>s@_eRD& +6& 6/9;(& #(
\#*2,%& Q@& U/26D& +7$/92*/& 62<I%=$6& /+)& 7%66& $9& 6+0& +<92$& +%6$/%$#=6& #(& $/%
6%=9()&#($%,?#%;& $/+(& #(&$/%& 8#,6$D& $/%0&)#)&(9$& 8#()& $/%&6#$%& 2*7#%,&+8$%,& $/%
26+<#7#$0&$%6$@
Figure 7@&&l,9>9,$#9(&98&>96#$#?%&+%6$/%$#=6&6$+$%:%($6@
U/%&>+$$%,(&98&,%627$6&89,& $/%& 9$/%,& =+$%*9,#%6& +,%& 6/9;(& #(&\#*2,%6& ]J!!@
\9,&7#3%+<#7#$0& P\#*2,%&]R& +()& %B>%=$+$#9(& P\#*2,%&MR& $/%&9?%,+77& (2:<%,&98
>96#$#?%&6$+$%:%($6&,%:+#(%)&6#:#7+,&P>s@_eR@
0
0.5
1
Int er v ie w 1 Int er v ie w 2
Proportion Positive
(Aesthetics)
0
2
4
6
8
10
12
14
16
Like Emotion Aesth Expec t Use
Mean Number
1st Interview
2nd Interview
!N Gitte Lindgaard & Cathy Dudek
Figure 8@&&l,9>9,$#9(&98&>96#$#?%&7#3%+<#7#$0&6$+$%:%($6@
Figure 9@&&l,9>9,$#9(&98&>96#$#?%&%B>%=$+$#9(&6$+$%:%($6@
\9,&%:9$#9(&P\#*2,%& !_RD& +&$;9&$+#7%)& $J$%6$& P$P!]RmO@!QD&>r@__!R&6/9;%)
$/+$& 6#*(#8#=+($70& 8%;%,& >96#$#?%& %:9$#9(6& ;%,%& %B>,%66%)& #(& $/%& 6%=9()
#($%,?#%;& $/+(& $/%& 8#,6$@& K$& +>>%+,6& $/+$& >+,$#=#>+($6& =/+(*%)& $/%#,& :#()6
+<92$&$/%#,&%B>%,#%(=%&+8$%,&%(=92($%,#(*&26+<#7#$0&>,9<7%:6@
Figure 10@&&l,9>9,$#9(&98&>96#$#?%&%:9$#9(&6$+$%:%($6@
0
0.5
1
Inter v iew 1 In te rv ie w 2
Proportion Positive
(Expect)
0
0.5
1
Inte rv ie w 1 Inte rv ie w 2
Proportion Positive
(Emotion)
0
0.5
1
Inte r vi ew 1 In te rv ie w 2
Proportion Positive
(Like)
User Satisfaction, Aesthetics and Usability !g
\9,& 26+<#7#$0& 6$+$%:%($6D& $/%,%& ;+6& +769& +& )#88%,%(=%@& & E6& 6/9;(
>,%?#92670& #(& \#*2,%& eD& $/%,%& ;%,%& :9,%& 26+<#7#$0& 6$+$%:%($6& :+)%& #(& $/%
6%=9()& #($%,?#%;& $/+(& $/%,%& ;%,%& #(& $/%& 8#,6$@& & F9;%?%,D& 7993#(*& +$& $/%
>,9>9,$#9(6& 98& >96#$#?%& +()& (%*+$#?%& 6$+$%:%($6& 6/9;6& $/+$& $/%0& =/+(*%)
$/%#,&:#()6& +<92$& $/%#,& %B>%,#%(=%& ,%*+,)#(*& 26+<#7#$0& +6& ;%77D& +6& 6/9;(& #(
\#*2,%& !!@& E& $;9J$+#7%)& $J$%6$& 89,& >+#,%)& 6+:>7%6& 6/9;%)& $/+$& $/%,%& ;%,%
6#*(#8#=+($70& 8%;%,& >96#$#?%& 26+<#7#$0& 6$+$%:%($6& :+)%& )2,#(*& $/%& 6%=9()
#($%,?#%;& $/+(& $/%& 8#,6$& P$P!MRmN@M]D& >r@__!R@& U/26D& +7$/92*/& 62<I%=$6& )#)
#)%($#80& (2:%,926& (%*+$#?%& 26+<#7#$0& #662%6& <%89,%& $/%0& =9:>7%$%)& $/%
26+<#7#$0&$+636D&$/%6%&+662:%)&:9,%&>,9:#(%(=%&)2,#(*&$/%&26+<#7#$0&$%6$&+()
#(&$/%&62<6%H2%($&#($%,?#%;@
Figure 11@&&l,9>9,$#9(&98&>96#$#?%&26+<#7#$0&6$+$%:%($6@
4. DISCUSSION
.9(6#)%,#(*& 8#,6$& $/%& (9$#9(& 98& +%6$/%$#=6D& 92,& ,%627$6& +>>%+,D& 9(& $/%
62,8+=%D& $9& +*,%%& ;#$/& U,+=$#(630& %$& +7@G6& PN___R& 8#()#(*6& #(& $/%& 6%(6%& $/+$
62<I%=$6&)#)&(9$&=9(6#)%,&$/%&26%,&#($%,8+=%&2*7#%,&+8$%,&=9:>7%$#(*& 26+<#7#$0
$+636& $/+(& <%89,%@& F9;%?%,D& U,+=$#(630& +()& /#6& =977%+*2%6& 26%& $/%& $%,:
c+%6$/%$#=6G& #($%,=/+(*%+<70& ;#$/& c+88%=$G@& U/%0& +>>%+,& $9& <%7#%?%& $/+$
+%6$/%$#=6& ,+$#(*6& +,%& #()#=+$#?%& 98& 26%,& 6+$#68+=$#9(@& U/%#,& 62<I%=$6& ,+$%)
$/,%%& +6>%=$6& 98& $/%& 26%,& #($%,8+=%6D& (+:%70& +%6$/%$#=6D& %+6%& 98& 26%D& +()
+:92($&98&#(89,:+$#9(&9(& $/%& 6=,%%(@&u%$D&$/%& +2$/9,6& +,*2%&$/+$&V$/%,%& +,%
6$,9(*& =9,,%7+$#9(6& <%$;%%(& 26%,6G& 6+$#68+=$#9(& 8,9:& 26#(*& $/%& 606$%:& +()
$/%#,& >%,=%>$#9(& 98& #$6& +%6$/%$#=6& +()& 26+<#7#$0Y& P>@& !O!R@& [0& =9($,+6$D& 92,
,%627$6& 62**%6$& $/+$& $/%& #($%,+=$#?%& %B>%,#%(=%& =9:>,#6%6& +$& 7%+6$& $/%& 8#?%
)#:%(6#9(6&)#6=266%)&/%,%D&#(=72)#(*&>%,=%#?%)&+%6$/%$#=6&+()&26+<#7#$0@&U/#6
,%>%+$%)&8#()#(*&7%+)6&26&$9&+,*2%&$/+$&26+<#7#$0&,#*/$82770&<%79(*6& 2()%,&$/%
2:<,%77+& 98& 6+$#68+=$#9(& +()& $/+$& $/%& (9$#9(& 98& 26%,& 6+$#68+=$#9(& #6& :9,%
=9:>7%B& $/+(& +& =9,,%7+$#9(& <%$;%%(& +%6$/%$#=6& +()& 26+<#7#$0@& K()%%)D& 92,
0
0.5
1
Int er v ie w 1 In te r vi ew 2
Proportion Positive
(Usability)
!O Gitte Lindgaard & Cathy Dudek
,%627$6& 62**%6$& $/+$& $/%& $;9& +,%& (9$& =9,,%7+$%)& +$& +774& >%,=%#?%)& 26+<#7#$0& #6
7#3%70& $9& =/+(*%& +8$%,& %(=92($%,#(*& 26+<#7#$0& >,9<7%:6& ;/%,%+6& >%,=%#?%)
+%6$/%$#=6&(9$@
E& =796%,& 7993& +$& U,+=$#(630& %$& +7@G6& & PN___R& 8#()#(*6& 62**%6$6& $/+$& $/%
26+<#7#$0& >,9<7%:6& $/%0& #($,9)2=%)& )#)& (9$& 6%,#92670& /+:>%,& 62<I%=$6G
>%,89,:+(=%@& U/%& +2$/9,6& )%6=,#<%& $/,%%& 26+<#7#$0& >,9<7%:6D& +77& 98& ;/#=/
)%7+0%)& >%,89,:+(=%D& 89,& %B+:>7%D& #($,9)2=#(*& +& )%7+0& 98& (#(%& 6%=9()6& 9(
+?%,+*%& >%,& $+63@& F9;%?%,D& +77& 62<I%=$6& =9:>7%$%)& +77& $/%& !!& $+636
62==%6682770@& [0& =9($,+6$D& 92,& 62<I%=$6& =9:>7%$%)& ,92*/70& 9(%& /+78& 98& $/%
%#*/$&$+636& 62==%6682770D& +6&)#6=266%)&%+,7#%,@&L2,&62<I%=$6&7#3%)&$/%&6#$%& 7%66
9?%,+77&+8$%,& %B>%,#%(=#(*& 6%,#926& 26+<#7#$0& >,9<7%:6D&+()& $/%& >,9>9,$#9(&98
(%*+$#?%& 26+<#7#$0& =9::%($6& #(=,%+6%)& #(& $/%& <%89,%J+8$%,& =9:>+,#69(& 98
26+<#7#$0& 6$+$%:%($6@& U/%& >,9<7%:& 6%%:6& $9& <%& #(& $/%& )%8#(#$#9(& 98
c+%6$/%$#=6G@&& U,+=$#(630& %$&+7@& PN___R&26%6& #$& #($%,=/+(*%+<70&;#$/& c+>>%+7GD
+()&c<%+2$0G@& &L2,&,%627$6&/+?%&=9(6#6$%($70&6/9;(&$/+$&c+>>%+7G&9,&;/+$&;%
=+77&c26%,&6+$#68+=$#9(G&=9:>,#6%6&:9,%&$/+(&c<%+2$0GD&;/#=/&<0&92,&)%8#(#$#9(
#6& $+3%(& $9& %H2+$%& c+%6$/%$#=6G@& & Z9,%&,%6%+,=/&(%%)%)&$9&=7+,#80&$/%6%
#662%6&+()&6/+,>%(&$/%&$%,:#(979*0& ;%& 26%& $9&=+>$2,%&+()&)%6=,#<%&$/%& 26%,
%B>%,#%(=%@
a#$/& ,%6>%=$& $9& $/%& 6$,%(*$/& 98& $/%& 8#,6$& #:>,%66#9(D& 92,& ,%627$6& 62**%6$
$/+$&62<I%=$6& ;/9&3(%;& $/%0& ;927)& <%& >%,89,:#(*& 26+<#7#$0& $+636& 7#3%)& $/%
6#$%&7%66&9(&8#,6$&%(=92($%,&$/+(&62<I%=$6&;/9&;%,%&cI26$&<,9;6#(*G@&U/26D&$/%
)#88%,%($& $+63& )%:+()6& ,%627$%)& #(& )#88%,%($& <,9;6#(*& >+$$%,(6& $/+$& =+77%)
:9,%&+$$%($#9(& $9& 26+<#7#$0@& A2<I%=$6& ;/9&3(%;& $/+$&$/%0& ;927)&<%& +63%)& $9
=9:>7%$%& 26+<#7#$0& $+636& <,9;6%)& $/%& 6#$%& #(& +& 606$%:+$#=D& *9+7J9,#%($%)
8+6/#9(D& ;/%,%+6& $/96%& ;/9& ;%,%& cI26$& <,9;6#(*G& 7%$& $/%:6%7?%6& <%& =+,,#%)
+;+0& <0& $/%& 6/9;& 2(897)#(*& <%89,%& $/%#,&%0%6@& U/#6&,+#6%6& $/%& #662%& 98& 6#$%
)%6#*(&?#6&v&?#6&$/%&>2,>96%&+&*#?%(&6#$%&#($%()%)&$9&8278#7@&[%=+26%&$/%&>%(
6#$%&)#)&(9$&+779;&26%,6&$9&6%7%=$&+()&<20&#$%:6D&;%&<%7#%?%&#$&;+6&)%6#*(%)&$9
0#%7)&+& >7%+6+($D& <2$&>+66#?%& %B>%,#%(=%@& &K(& =9($,+6$D& 6/9>>#(*&6#$%6& +#:& $9
%(*+*%& 26%,6& +=$#?%70& +()& *2#)%& $/%:& %889,$7%6670& $/,92*/& +& >2,=/+6#(*
$,+(6+=$#9(@&h6+<#7#$0&;+6&=7%+,70&(9$&+&:+I9,&)%6#*(&9<I%=$#?%@&F9;%?%,D&92,
26+<#7#$0&$+63&)%:+()6&7%)&62<I%=$6&$9&89=26&9(&26+<#7#$0@&.9(6%H2%($70D&$/%
8#,6$&#:>,%66#9(&6288%,%)@&U/%&8#,6$& #:>,%66#9(& ;927)& $/26& +>>%+,&$9&)%>%()
2>9(& $/%& 26%,G6& *9+74& #8& 6%%3#(*& +(& 9<7#*+$#9(J8,%%& %($%,$+#(#(*& %B>%,#%(=%D
62<I%=$6& >+0& :9,%& +$$%($#9(& $9& $/%& %B>%,#%($#+7& +6>%=$6& $/+(& $9& 26+<#7#$0
8+=$9,6D& <2$& ;/%(& ?#6#$#(*& +& 6#$%& $9& <20& *99)6D& $/%& ,%?%,6%& 6%%:6& $9& <%& $/%
=+6%@&&U/26D&26%,&6+$#68+=$#9(&6%%:6&$9&<%&),#?%(&<0&$/%&26%,6G&:9$#?+$#9(&89,
?#6#$#(*&$/%&6#$%&+()&=+((9$&<%&,%)2=%)&$9&+&<0J>,9)2=$&98&+%6$/%$#=6D&26+<#7#$0
9,&%?%(&+&=9:<#(+$#9(&98&<9$/@
User Satisfaction, Aesthetics and Usability !e
5. CONCLUSION
U/%&>,%6%($&6$2)0&62**%6$6&$/+$&*9+76&)%$%,:#(%&$/%&26%,6G&8,+:%&98&:#()D
;#$/#(& ;/#=/& $/%& 6#$%& #6& >%,=%#?%)& +()& #($%,>,%$%)D& +()& $/+$& $/#6& 8#,6$
#:>,%66#9(& :+0& =/+(*%& +6& +& =9(6%H2%(=%& 98& 8+=#(*& 6%,#926& 26+<#7#$0
>,9<7%:6@& a/#7%& 62<I%=$6& +,%& +;+,%& 98& 26+<#7#$0& >,9<7%:6& %?%(& ;/%(& $/%0
+,%& cI26$& <,9;6#(*G& $/%6%& +88%=$& $/%#,& 9>#(#9(& 98& $/%& 6#$%& 7%66@& \#(+770D& $/%
,%627$6&62**%6$&$/+$&=9(=%,(&89,&$,+)#$#9(+7&26+<#7#$0ʖ%6&+(&#($%*,+7&>+,$
98& $/%& #($%,+=$#?%& 26%,& %B>%,#%(=%D& /9;%?%,D& 26%,& 6+$#68+=$#9(& #6& +& =9:>7%B
=9(6$,2=$& #(?97?#(*& :9,%& $/+(& +(& #:>,%66#9(& 98& C+%6$/%$#=6C& 9,& C26+<#7#$0C
+79(%@& U/%& ,%7+$#9(6/#>& <%$;%%(& +>>%+7& +()& 26%,& 6+$#68+=$#9(D& +()& <%$;%%(
>%,=%#?%)f+=$2+7& 26+<#7#$0& ,%:+#(& %?+6#?%& +()& (%%)& :2=/& :9,%& ,%6%+,=/& $9
<%& =7%+,70& 2()%,6$99)@& a/#7%& $/%& 8#,6$& #:>,%66#9(& :+0& <%& 6$,9(*& +()& :+0
,%7+$%&$9& $/%& #::%)#+$%& +>>%+7& 98&$/%&;%<&6#$%D&6+$#68+=$#9(&:+0&=/+(*%&+6&+
82(=$#9(& 98& %(=92($%,#(*& 6%,#926& 26+<#7#$0& >,9<7%:6& #(& $/%& =9($%B$& 98
+==9:>7#6/#(*&+&6>%=#8#=&*9+7@&U/26D&#$& #6& $,2%D& $/+$&$/%&8#,6$&#:>,%66#9(
<+6%)& 9(& #::%)#+$%& +>>%+7D& hK& )%6#*(%,6& ;927)& <%& ;%77& +)?#6%)& $9& =,%+$%
+%6$/%$#=+770&+>>%+7#(*&6#$%6&$/+$&=7%+,70&+()&#::%)#+$%70&,%87%=$&#$6&>2,>96%@
6. REFERENCES
E()%,69(D& n@F@& P!M]!RD& Foundations of information integration theoryD& E=+)%:#=& l,%66D
'9()9(@
E()%,69(D&n@F@&P!M]NRD&Methods of information integration theoryD&E=+)%:#=&l,%66D&'9()9(@
[9,(6$%#(D& 5@& P!MMNRD& & Subliminal Mere Exposure Effect, Perception Without Awareness:
Cognitive, Clinical, and Social PerspectivesD&[9,(6$%#(D&\@&+()&l#$$:+(D&U@&P%)6R&U/%&"2#789,)
l,%664&n%;&u9,3@
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bB>79,+$9,0&E(+706#6D&&Australian Journal of Market ResearchD&TD&ND&d270D&>@&gOJO]@
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