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Development of an Implicit Picture Story Exercise Measuring Personal Motives for the Interaction with Technical Products

Keil, Julian (2013) Development of an Implicit Picture Story Exercise Measuring Personal Motives for the Interaction with Technical Products.

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Abstract:The present paper describes the development of an implicit picture story exercise (PSE) intended to measure individual differences in the perception and use of technical products and categorize individuals accordingly into behavioral tendencies. Special focus lay on the behavioral tendency "geekism", which describes intrinsically motivated interaction with technological products without any apparent external rewards. Further behavioral tendency categories were hedonism and utilitarianism. Hedonism describes use of technical products motivated by biologically based needs and desires and utilitarianism describes the use of technical products for the achievement of external goals and easement of task that are not directly linked to the fulfillment of biologically based desires. A scoring form with categories of description for geekism, hedonism and utilitarianism and 15 pictures with ambiguous visual cues related to these categories of description were developed. An experiment including the PSE, where the respondents had to write a short story about 8 of the 15 pictures, an explicit geek questionnaire, a material possession love scale, a need for cognition scale, the Schwartz value scale and a Stroop task was conducted with a sample of 61 respondents. The text responses of the PSE were scored according to the scoring form, which produced three behavioral tendency scores (geekism, hedonism and utilitarianism). In order to test the accuracy of the scoring form, correlations and linear regression models were estimated between the behavioral tendency scores of the PSE and the scores from the scales and the Stroop task expected to measure the same underlying constructs. On the one hand, the results indicate an acceptable level of differentiability of the categories of description of geekism and utilitarianism. On the other hand, a moderate overlap between those two categories was found. The categories of description of hedonism showed no coherence with measures expected to measure the same underlying construct. The pictures were sorted for the amount of scored geek items per 1000 words ("pull") and then arranged into a high pull and a low pull version of the PSE, each containing 8 pictures and intended to measure different levels of geekism. The differentiation of individual behavioral tendencies makes it possible to categorize persons into technical product user groups and predict their attitudes and behavior towards technical products. This could produce new implications for the development of new technical products that fit better to the needs and desires of their target group.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
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