Product Attachment Scale

Method suitability

Study type

XField studies
Lab studies
XOnline studies
Questionnaire

Development phase

Concepts
Early prototypes
Functional prototypes
XProducts on market

Studied period of experience

Before usage
Snapshots
An episode
XLong-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

Consumer-product attachment is defined as the strength of the emotional bond a person experiences to a product during ownership. People can experience strong or weak emotional bonds to their products. Therefore, the degree of attachment can vary. To investigate in what way designers can best stimulate the emotional bonding to a product, the degree of product attachment needs to be quantified. The Product Attachment scale provides a quantitative measure of the strength of the emotional bond a person experiences to a product during ownership.

Description

The scale can be used in questionnaires. People's scores on the scale represent how attached they are to their product. Higher scores suggest the presence of stronger emotional bonds. The Product Attachment scale consists of four items that are measured on sevenpoint Likert scales (1 = strongly disagree, 7 = strongly agree). The Dutch items are shown in italics.
• This product is very dear to me (Dit product is mij erg dierbaar)
• I am very attached to this product (Ik ben erg gehecht aan dit product)
• I have a bond with this product (Ik heb een band met dit product)
• This product has no special meaning to me (reversed item) (Dit product heeft geen speciale betekenis voor me)

Strengths

addresses an aspect of product experience that is stronger related to long term use - an aspect not often addressed

Weaknesses

same drawbacks as with all subjective scales; original scale only in Dutch

References describing the method

Mugge, Ruth, Hendrik N. J. Schifferstein, and Jan P. L. Schoormans (2006), A Longitudinal Study on Product Attachment and Its Determinants, in European Advances in Consumer Research, Vol. 7, 641-647.

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