How motivational orientation influences the evaluation and choice of hedonic and pragmatic interactive products: The role of regulatory focus

The perceived quality of interactive products can be roughly divided into instrumental, task-related, pragmatic attributes (e.g., usefulness, usability) and non-instrumental, self-referential, hedonic attributes (e.g., novelty, beauty). Recent studies suggest that the weighting of both aspects in forming an overall evaluation of an interactive product heavily depends on features of the actual situation, such as whether an individual has to perform a specific task or not. The present paper extends these findings by assuming that a match between an individual’s motivational orientation and particular product attributes (i.e., pragmatic, hedonic) moderates the perceived value of interactive products. Specifically, it shows how differences in regulatory foci (promotion or prevention focus), that is, differences in the way goal-directed behavior is regulated, influence product evaluation and choice. Participants were either set in a prevention focus (concern for safety and the avoidance of negative outcomes) or promotion focus (concern for personal growth and the attainment of positive outcomes). Subsequently, they were asked to evaluate and choose between a primarily pragmatic and a primarily hedonic mp3-player. The results revealed the expected effect of the activated regulatory focus on evaluation and choice. Individuals in a promotion focus rated the hedonic player as more appealing and chose it more frequently compared to individuals in a prevention focus. Reverse results, albeit not as strong, were found for the evaluation and choice of the pragmatic player. Our findings support the idea that product appeal and choice is strongly contextdependent. It further extends previous findings by showing that not only major differences in the situation, such as providing a specific task or not, impact product appreciation but that more subtle, motivational orientations can have similar effects. 2008 Elsevier B.V. All rights reserved.