Calibrating Scales for Affective Responses to Physical Features of Products Using Rasch Measurement Theory
Year: 2013
Type: dissertation
Abstract: Affective engineering applies mathematical models to convert the information obtained from persons’ feelings to product features into an ergonomic design. However, the \nmethods commonly used to elicit persons’ responses can present inaccuracies if measurement principles are violated. Consequently, empirical studies cannot be easily \nreplicated and results cannot reliably be compared. \nThis research aimed to overcome the problem by establishing a novel approach in affective engineering using probabilistic models underpinned by Rasch measurement theory. The Rasch model verifies whether the observations meet the assumptions necessary for quantifying the numerical validity of the data employing the tools of standard statistics. \nInitially, the research examined how well the data from affective responses would fit the expectations of the Rasch model to create a scale of specialness for four pieces of \nwrapped confectionery. Anomalies in the data were investigated to determine their potential impact on measure interpretation. A second empirical study investigated the \nstability of a measurement structure. Affective responses were compared with the physical properties related to compliance of a collection of product containers. A cross-validation strategy contrasted calibrations of the scale using different groups of respondents. \nThe results indicated that the differences between person locations on the measurement continuum from different calibrations were statistically non-significant. This \nprovided evidence that the use of a Rasch-calibrated scale can systematically refine and generalise its frame of reference without loss of measurement properties. \nThe contribution of the research for the advancement of knowledge is established by transforming affective responses to physical elements into objective measures. A \nrationale was developed to achieve measurement properties in scales used in affective engineering, adapting the Rasch model’s taxonomy used in other domains. Furthermore, \nthe stability of a scale using different samples for calibration is demonstrated to be a property of Rasch-based scales. As a consequence of the stability, the association between affective responses and sensory information was realised and further variables were incorporated in the calibrated metric to refine the understanding of users’ experience. Consequently, reliable results can be obtained from small samples, which will reduce time and costs of quantitative consumer research.
Author: Fabio R Camargo
Language: English
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1597478272