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Product reviews affect usability perceptions October 7, 2010

Posted by salla in Blogroll.
Tags: , , , , ,

A recent study from Helsinki Institute for Information Technology HIIT shows exciting results: the more a user expects to like using a new mobile phone, the more he or she will like to use it. Thus users’ favorable expectations make them forgive encountered usability problems and perceive new mobile phones usable.

In an experiment by Eeva Raita and Antti Oulasvirta, subjects were primed by reading either a positive or a negative product review for a novel mobile phone before using it. After reading the review, subjects performed either easy or hard task with the phone, and then rated its’ usability with a standard questionnaire. The study revealed a strong effect of positive expectations: the subjects who had read the positive review gave the phone 74% higher usability ratings than others – even if they had trouble using it. Interestingly the ratings subjects gave right after performing the task were not affected by the prime. The researchers suggest this might result from the fact that in the post-experiment evaluation phase the subjects were asked to evaluate the system as a whole.

The researchers do not mention reputation in their paper, but the finding naturally have also implications in the reputational field: product reviews or company reviews or reputational narratives for that matter do have an effect on the way stakeholder’s perceive their experiences. And to surmise a bit more, maybe this means the positive reputational narratives heard beforehand diminishes the value of bad experiences users just had with the product?

Of course people do regard different information sources differently. A technical review of a gadget is probably seen more reliable than an angry blogpost – or maybe not, if the reader, for example, happens to know the person writing the blog or the blogger has gained good reputation as a tech-writer. Research has shown that people trust their own networks when seeking information, but they also lay surprisingly heavy trust on search engine results and on well-known brands (see Hargittai & al. 2010). People also tend to believe in statistics and repetition: multiple information sources enhance credibility (to be more specific, according to Edelman Trust Barometer 2010 60% of respondents believe a piece of information is true after they have heard it 3-5 times). All in all, there are a lot of factors involved in creating trust.

The HIIT study, titled “Too Good To Be Bad: The Effect of Favorable Expectations on Usability Perceptions” is published in the proceedings of the 54th annual meeting of Human Factors and Ergonomics Society (HFES) held in San Francisco last week. Paper can be downloaded from HIIT website.



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