1. Copyright 2006 John Wiley & Sons, Inc Chapter 6 – Affective Engineering HCI: Developing Effective Organizational Information Systems Dov Te’eni Jane Carey Ping Zhang

2. Copyright 2006 John Wiley & Sons, Inc Learning Objectives Explain the importance of affect and how it can be engineered. Describe the main elements and mechanisms of affect. Explain the Technology Acceptance Model and the perceptions of usefulness, ease of use and enjoyment. Explain attitudes and their place in HCI, including satisfaction and computer anxiety. Explain the concept of flow. Demonstrate how this material could be applied.

3. Copyright 2006 John Wiley & Sons, Inc Introduction Affect: A general term for a set of psychological processes and stated including emotions, moods, affective impressions, and attitudes. Three aspects of affect important to HCI: (a) feelings (emotions, moods and affective impressions), (b) attitudes, and (c) the possibility of designing to please. Cognition interprets and makes sense of the world; affect evaluates and judges. Models of affect explain how feelings affect function, what the limitations on feelings are, and how feelings impact behavior and performance. Attitudes toward systems determine whether customers will use and revisit systems. Combination of affect and cognition holistically characterize the state that the user experiences.

4. Copyright 2006 John Wiley & Sons, Inc A Simplified View of Affect in HCI Core affect: A neurophysiological state that integrates two dimensions: pleasure- displeasure and activated-nonactivated. Affect quality: The object’s ability to cause a change in the user’s core affect. Emotion: A core affect that is intentional and directed toward a certain object. Moods: Unintentional core affects that exist within a person independently of external objects.

5. Copyright 2006 John Wiley & Sons, Inc A Simplified View of Affect in HCI Figure 6.2 Core affect circle (adapted from Russell, 2003).

6. Copyright 2006 John Wiley & Sons, Inc A Simplified View of Affect in HCI How objects of the HCI influence core affect? Identify affective qualities in the interface. Determine process in which these qualities are perceived by the user and affect their feelings. Affective impression: The user’s appraisal of the affective qualities of the HCI. Example on affective qualities: color and animation.

7. Copyright 2006 John Wiley & Sons, Inc Affective Qualities and Affective Impressions Two characteristics 1 in the context of e-store: Interactivity: the extent to which user can manipulate and communicate with the computer in real time. Influenced by: 1. Speed: the rate at which input can be assimilated into the mediated environment. 2. Range: the number of possibilities for actions at any given time. 3. Mapping: the ability of the system to map its controls to changes. ______________________ 1 Characterzations adapated from Steuer (1992)

8. Copyright 2006 John Wiley & Sons, Inc Vividness: Richness of representation in the human- computer interaction. Influence by: 1. Sensory breadth (eg. auditory or visual) 2. Sensory depth (e.g the screen resolution) Interactivity and vividness influence core affects, thereby, influence attitudes and behavior. Web pages: common design attributes are graphics, background color and response time. Affective Qualities and Affective Impressions

9. Copyright 2006 John Wiley & Sons, Inc Design factorsAffective qualities Diverse mediaInteractivity Graphic/textVividness ResolutionBeauty Speed, MetaphorsStructure Texture, Shape Color Affective Impressions BrightAdorable TenseColorful MysticHopeful Core affect Elated/Happy Sad/Gloomy Figure 6.4 Design impact emotions – examples of design factors, affective qualities, Impressions, and affect in Web-based design. These lists are tentative and partial. Affective Qualities and Affective Impressions

10. Copyright 2006 John Wiley & Sons, Inc Applications of Affect to Computing Affect concerns four major activities: Modeling affect in the user and the computer. Sensing and recognizing the user’s affective state. Adapting the computer’s state to fit the user’s affective state. Generating on the computer (artificial) affective expressions. An anthropomorphic design resembles human beings. Accepted by children, but not adults.

11. Copyright 2006 John Wiley & Sons, Inc Affect and Performance Human: Physiological, cognitive, affective TaskComputer Fit Performance Well-being Figure 6.6 Affect, as well as physiology and cognition, impacts both performance and well-being.

12. Copyright 2006 John Wiley & Sons, Inc Affect and Performance Anxiety and attention:Anxiety limits attention, predisposing attention to sources of danger. Affect and memory:Mood biases memory recall (positive mood induces recall of positive information). Obsessiveness and performance: Obsessiveness delays decision making, reduces recall of recent events, and reduces confidence in ability to distinguish between real and imagined events. Affect and judgment:Negative mood decreases and positive increases perception of self-control; anxiety predisposes toward interpretation of ambiguous stimuli as threatening. Table 6.1 Effects of Emotions on Cognition (Adapted from Hudlicka, 2003)

13. Copyright 2006 John Wiley & Sons, Inc Attitude: A summary evaluation of an object. Influenced by cognition as well as affect, therefore will result in certain behavior toward object (i.e. an intention to act). Can be measured directly (using questionnaires of interviews) or implied from its antecedents and consequences without measuring attitude directly. Attitudes

14. Copyright 2006 John Wiley & Sons, Inc TAM – Technology Acceptance Model Figure 6.7 The Technology Acceptance Model (TAM) (adapted from Davis, 1989). External Variables Actual Use Behavioral Intention to Use Attitude Toward Using System Perceived Ease of Use Perceived Usefulness

15. Copyright 2006 John Wiley & Sons, Inc Perceived usefulness: The users’ belief that using the system will enhance their performance. Perceived ease of use: The users’ belief that using a particular system will be free of effort. The two beliefs above predict user’s attention to use the system, which in turn predicts actual use of the system. TAM – Technology Acceptance Model

16. Copyright 2006 John Wiley & Sons, Inc TAM – Technology Acceptance Model Perceived Ease of Use Satisfaction Actual Use, Flow Intention to Use Perceived Enjoyment Perceived Usefulness Individuals Traits and States External Attitude Use Figure 6.8 Expanded view of affect and its impact on use

17. Copyright 2006 John Wiley & Sons, Inc Attitudes Perceived enjoyment: The extent to which fun can be derived from using the system as such. Similar to Perceived Ease of Use, can be regarded as a goal. Computer anxiety: Emotions about the implications of using a computer such as the loss of important data. Taps the users’ fears of the consequences of using computers. Eg. enter wrong information which could cause to lose of money.

18. Copyright 2006 John Wiley & Sons, Inc Satisfaction: A positive affect resulting from the evaluation of the use of the computer system based on a comparison of expectations versus experience. Eg. End-User Computer Satisfaction (Doll & Torkzadeh, 1988). Content Accuracy Format Timeliness Ease of use Satisfaction

19. Copyright 2006 John Wiley & Sons, Inc Eg. Questionnaire for User Interaction Satisfaction (QUIS) (Shneiderman & Plaisant, 2005). Screen factors Terminology and system feedback Learning factors System capabilities Online tutorials Multimedia Internet access Satisfaction

20. Copyright 2006 John Wiley & Sons, Inc Individual Differences and Training Attitudes influenced by individual characteristics, eg. personality and background. Individual traits: (a) general trait, and (b) specific trait. Computer self-efficacy (CSE) refers to a person’s evaluation of his or her capabilities to use computers in diverse situations. Know the sources of self-efficacy before conducting training classes.

21. Copyright 2006 John Wiley & Sons, Inc Flow and Playfulness Flow: The user’s optimal experience of control, focus of attention, curiosity, and intrinsic interest. Flow represents the user’s perception of the medium as playful and engaging. Can be measured as continuous variable, ranging from lack of flow to intense flow.

22. Copyright 2006 John Wiley & Sons, Inc Four dimensions of flow experience (Trevino and Webster, 1992): The extent to which the individual perceives a sense of control over the interaction with technology. The individual perceives that his or her attention is focused on the interaction. The individual’s curiosity is aroused during the interaction. The individual finds the interaction intrinsically interesting. Flow and Playfulness

23. Copyright 2006 John Wiley & Sons, Inc Summary Affective engineering is an emerging element of HCI development that promises to become a common activity alongside physical and cognitive engineering. We identify four major roles of affect in the process of interacting with computers: Modeling affect. Sensing and recognizing the user’s affective state. Adapting the computer’s state to fit the user’s affective state. Generating on the computer (artificial) affective expressions.

24. Copyright 2006 John Wiley & Sons, Inc Summary We have looked at the important role of attitude and its related factors. Attitudes represent evaluations of computer systems in terms of success or problems. Attitudes can be shaped and managed to some extent. Training users to appreciate the qualities of the system and their own skills is instrumental in reducing computer anxiety and enhancing positive attitudes.