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IST-507802 TALK
D6.4 (Part I) 25 January 2007 Page 68/96
4.5 AttrakDiff
AttrakDiff™ [3] facilitates the evaluation of a chosen product by customers, user etc. The
evaluation data makes it possible to assess how the attractiveness of the product is experienced,
in terms of usability and appearance and whether optimisation is necessary.
AttrakDiff-1 was applied as an instrument of measurement in the form of semantic differentials.
It consists of 23 seven-step items whose poles are opposite adjectives (e.g. "confusing - clear",
"unusual - ordinary", "good - bad"). Each set of adjective items is ordered into a scale of
intensity. Each of the middle values of an item group creates a scale value for pragmatic quality
(PQ) , hedonic Quality (HQ) and attractiveness (ATT). The two constituent aspects of hedonic
quality, namely stimulation and identity are separated.
The hedonic and pragmatic qualities are perceived consistently and independently of each other.
Both contribute equally to the rating of attractiveness.
The data of the present study was used to simulate the participation of 20 Subjects (SAMMIE:
all Subjects but No. 1) and 18 Subjects (C&C: all Subjects but No. 1, 14, 21). The following
results were reported by AttrakDiff:
Overview of AttrakDiff Results
Medium value of the dimensions with Full SAMMIE
Confidence rectangle
Medium value of the dimensions with C&C
Confidence rectangle
Project part A: Study SAMMIE
Evaluation data entered: 20 / 21
Project part B: Study C&C
Evaluation data entered: 18 / 21
Figure 75 shows the results for the dimensions pragmatic quality (PQ) , hedonic Quality (HQ) –
identity (I) and stimulation (S) – and attractiveness (ATT).
For all dimensions the C&C systems performs slightly better than the SAMMIE system. This
difference is however statistically not significant.
Version: Final 1.1, Distribution: public