Hedonic Utility scale (HED/UT)

Method suitability

Study type

XField studies
XLab studies
XOnline studies
XQuestionnaire

Development phase

Concepts
Early prototypes
XFunctional prototypes
XProducts on market

Studied period of experience

Before usage
XSnapshots
XAn episode
Long-term UX

Evaluator / Info provider

UX experts
XOne user at a time
Groups of users
Pairs of users

Data

Qualitative
XQuantitative

Applications

XWeb services
XPC software
XMobile software
XHardware designs
Other:

Requirements

Trained researcher
Special equipment

Summary

The HED/UT is developed to both address hedonic aspects of product/website interaction and the utitility and usability aspects. HED/UT is an attitude measure from the consumer behaviour literature, and consists of 12 items measuring hedonic value, and 12 items measuring utilitarian value of a service or concept.

Strengths

several studies conducted around reliability and application domain for this scale
+ used in different settings

Weaknesses

same drawbacks as with all subjective scales; sensitivity is sometimes a problem (results then do not show any difference between conditions or stimuli)

References describing the method

http://is2.lse.ac.uk/asp/aspecis/20030166.pdf
K. E. Voss, E. R. Spangenberg, and B. Grohmann. Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3):310 -- 320, 2003.

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