Product meaning, affective use evaluation, and transfer : a preliminary study

Abstract

The first part of this investigation explored the multidimensional nature of product meaning, referring to the variety of connotations and functions a consumer associates with a particular product category. The subsequent experiment examined the moderation effects of product meaning and other attributes of the user on (a) the affective evaluation of an obstructed use interaction, and (b) the transfer of emotion between devices presented as being either of the same or a different brand. Although the failure experience essentially caused frustration, this reaction varied substantially among consumers depending on product meaning, age, and gender. The results also showed that the emotion dimensions of pleasure, arousal, and dominance were affected in distinct ways, and that, in addition to the consumer variables, transfer was mainly dependent on the brand relation. Nevertheless, user frustration did not cause general brand aversion, indicating that poor designs do not unconditionally threaten the customer relationship.