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Engagement theory - preliminary directions
from HCI & Service Design Workshop 2009
© John Knight 2009Knight, J. (2009). Value accumulation. In: Wild, P.J. The 2nd Workshop on HCI and Services, HCI 2009 Workshop, 1st September. In: Blackwell, A. (Ed). Proceedings of Human Computer Interaction 2009 (HCI2009), Cambridge, UK, 1st-5th September, 2009
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Familiarity© John Knight 2009
Engagement extends and changes over time
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Halo effect
Familiarity
Halo effect
Halo effect
Neutral
Negative effect
Negative effect
Negative effect
© John Knight 2009
Engagement is a dynamic value exchange process
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Negative effect
Aesthetics
BrandingPrice
Yearly replacement Trade in
preferred
Quality over cost
© John Knight 2009
Value (perceived & realised) exchange is specific to phase and context (e.g. different products & services)
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Discovering a service and perceiving its potential value
Awareness
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A decisive action to take ownership of a product or service
Adoption
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Initial engagement and use of possession
First experience
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Initial interaction resulting in affiliation or rejection
Bonding
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Regular or occasional use of a trusted product or service
Familiarity
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Products and services become embedded in day-to-day life and almost invisible
Habitual Use
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The current product or service can no longer fulfil its function satisfactorily
Handover
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Familiarity
Traditional focus area of marketing
Traditional focus area of
ergonomics
Traditional focus area of design
Traditional focus area of anthropology
Traditional focus area of ecology
Implications for researching engagement
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Thanks for watching and comments welcome
© John Knight 2009
Knight, J. (2009). Value accumulation. In: Wild, P.J. The 2nd Workshop on HCI and Services, HCI 2009 Workshop, 1st September. In: Blackwell, A. (Ed). Proceedings of Human Computer Interaction 2009 (HCI2009), Cambridge, UK, 1st-5th September, 2009
Citation