hedonomics
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18 February 2009 NEOUPA
An Hedonomic Evaluation of the Effect of Repeated System-Exposure on
Pleasurable Human-System Experience
Lauren L. Murphy, Ph.D. , Ernst & YoungKip Smith, Ph.D. , Linköping University
Peter A. Hancock, Ph.D. , University of Central Florida
18 February 2009 NEOUPA
18 February 2009 NEOUPA
18 February 2009 NEOUPA
EHH Framework
18 February 2009 NEOUPA
EHH Framework
18 February 2009 NEOUPA
EHH Framework
18 February 2009 NEOUPA
Flow
• Challenging Activity that Requires Skills• Clear Goals and Feedback• Concentration on the Task at Hand• The Transformation of Time• Loss of Self-Consciousness• Loss of Sense of a Self Separate from the
Environment• The Merging of Action and Awareness• Feeling in Control • Autotelic Experience
» (Csikszentmihalyi, 1990; Jackson and Marsh, 1996)
18 February 2009 NEOUPA
Overview
• Experiment One
• Experiment Two
• Experiment Three
• Concluding Remarks about the Findings
• Recommendations for the Application of Hedonomics
• Suggestions for Future Research Directions in Hedonomics
18 February 2009 NEOUPA
Experiment One
• Purpose– The purpose of experiment 1 was to investigate the mere
exposure effect on Flow
• Logic– The logic of the study is that by increasing the exposure to
technology, positive affect (or liking) toward the technology will increase as well.
– Positive affect has been linked strongly to the occurrence of flow, therefore by increasing the exposure to the technology the result should be an increase of positive affect toward the technology and the occurrence of flow.
18 February 2009 NEOUPA
Research Questions/Hypotheses
• 1) What is the effect of repeated exposure on flow?– Flow State Scale
» Jackson and Marsh, 1996
• Flow was expected to increase linearly with each exposure.
» Bossard, 1932; Dion, 1972; Zajonc, 1980; Bornstein, 1989
18 February 2009 NEOUPA
Method
• Repeated Measures Design
• 32 Participants
• Exposed to eight 20-min sessions– four per day for two days
• Their task was to control a forest fire using C3Fire
• After each exposure they took the:– FSS: Jackson and Marsh, 1996
C3fire Interface• The domain of
fire fighting is of subsidiary interest and was chosen because the task itself incorporates the essential ‘ingredients’ believed to be conducive to the experience of flow.
(Granlund, 2002)
Repeated Measures ANOVAFlow per Exposure
• Day 1, exposures:– 1 < 2* and 3*– 4 > 1*, 2* and 3*– 2=3
• Day 2, exposures:– 5 < 6* and 7*– 8 > 5*, 6* and 7*– 6 = 7
• * p=.01
Experiment Two• Purpose:• To determine if the nature of flow is linear or cyclic by extending the number
of exposure. – RQ: Will the same trend occur for flow and exposure as seen in results
from experiment one?
• Method
– 5 Participants
– Exposed to 10-min sessions of Frogger 3D• four per day for a four days, 16 exposures
– Their task was to get the frog safely across the street and river
– After each exposure they took the Flow State Scale» (Jackson and Marsh, 1996)
18 February 2009 NEOUPA
Repeated Measures ANOVAFlow per Exposure
• Day 1,Exposures:– 1 < 2*, 3* and 4*– 4 > 1* and 2*– 2=3, 3=4
• Day 2, Exposures:– 5 < 6*, 7* and 8*– 6=7=8
• Day 3,– 9 < Day 4*
• * p=.01
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Mean Flow per Day
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Slope of Flow per Day
• Slopes from the four means of flow from the four exposures were calculated for each day.
• Notice the decrease of slope over the four days reveals an habituation effect for flow.
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EHH Framework
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Experiment Three
• Purpose:– To investigate the 4th level of the HH of N called ‘pleasurable
experience.’ – To use the Kansei Engineering Method to examine user needs
and aesthetics.
• Logic– By taking two versions of a video game that are identical in all
other aspects expect for the Hedonomic aspects:• aesthetics, graphics, and perspective
– it was possible to observe the effect on the users caused by the changes in the Hedonomic aspects of the system.
18 February 2009 NEOUPA
Research Questions/Hypotheses
• 1) Are user needs (Kansei word ratings) affected by aesthetics?
• User needs as defined by the Kansei words were expected to be rated higher, and more positively in the high aesthetic condition compared to the low aesthetic condition.
» (Schutte, Eklund, Axelsson, & Nagamachi, 2004; Schutte, Schutte, & Eklund, 2005)
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18 February 2009 NEOUPA
Step one: Word Collection– These words were collected
from different sources such as:
• advertisements, web sites, customers in arcade rooms, game chat rooms, customers in game stores, and ‘gamers’ in order to achieve the most complete semantic description possible.
– Video games were described in short phrases or one-word adjectives.
– Over 60 semantic descriptions were collected
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Step Two: Reduction of the Number of Words.
• Using an affinity diagram:– The semantic descriptions
were grouped according to their affinity (Bergman and Klefsjo, 1994)
– This was done by a panel of four expert gamers that were graduate students in Human Factors, Simulation and Training, and Computer Science at University of Central Florida
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Affinity Diagram of Kansei Words
• The affinity diagram conveyed groups of words belonging together in several aspects. From this, representative words were chosen and are called Kansei words.
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Collection and Reduction of Kansei Words
• The final set resulted in a total of 12 Kansei words for video games
• Each Kansei word was rated on a Likert scale.
• Innovative• Engaging• Challenging• Control• Story• Social Interaction• Strategic• Immersive• Rejuvenate• Intuitive• Depth• Balance
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18 February 2009 NEOUPA
Identification of Product Properties
Frogger Graphics Perspective
Old 6 colors Low Detail
2D Entire-World
New 32 colors High
Detail
3D Partial-
World
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Frogger Original 1981
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Frogger 3D 1991
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Frogger 3D 1991
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Method
• Pilot– Collection and reduction of semantic
descriptions resulting in 12 Kansei words.– Indentifying the product properties.
• Experiment– 58 Participants (30 F, 28 M)– Participants played both versions of the game
counterbalanced• FSS (Jackson and Marsh, 1996)• Rated the Kansei Words using a Likert scale
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18 February 2009 NEOUPA
18 February 2009 NEOUPA
Discussion
• Findings from experiment three revealed that:– The incorporation of three-dimensional
graphics, increased color variety, and partial-world perspective increased user’s feelings of ‘depth,’ ‘immersion,’ ‘challenge,’ and ‘engagement’ during video game play.
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Implications
• The habituation effect can be used as an indicator of (or criteria to distinguish between) good and poor design.– A poor design reveals an habituation of flow– A good design reveals a minimum habituation,
indicating a relatively linear increase of flow over time
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Implications
• Designers should use data from Kansei Engineering to inform them on how different product properties elicit certain feelings in the users.
• During the ‘collection of Kansei words’ stage, designers should:
• Collect the descriptors only from users that fit the user profile, in order to better gage the needs of the users.
• Survey the profile users by asking them to provide descriptors on what their needs are for the product and using these as kansei words.
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– Principle of Aesthetic Longevity » Hancock et al, 2005
– Individuation» (Cziksentmihalyi, 1997; Hancock, 2003; Hancock et
al, 2005; Jordan, 2000)
– Seamless Interaction» Hancock, 2003; Hancock et al, 2005
Design principles
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• Future research should focus on:– Ways of mitigating the effect of habituation of
flow.– The effect of repeated exposure on flow,
when the technology is disliked and/or unpleasant to use.
– Improving the Kansei Engineering method
Future research
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Making Hedonomics a Reality
• It must be demonstrated numerically that by incorporating these guidelines and principles at the early stages of design that it will:– Ensure a pleasurable experience with our
work applications– Increase the well-being of our workers– Ensure financial returns for our companies.
18 February 2009 NEOUPA
Thank You
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