Give me a reason: hedonic product choice and justification

Abstract

Recently, researchers and practitioners of Human-Computer Interaction started to distinguish instrumen-tal, task-related, pragmatic quality aspects (i.e., use-fulness, usability) of interactive products from non-instrumental, self-referential, hedonic quality aspects (e.g., beauty, novelty). Although both qualities are ap-preciated while using a product, hedonic quality tends to be downplayed in the moment of product choice. We suggest and test the idea that this is the consequence of an increased experienced pressure to justify hedonic choices and according expenditures.