Assessing the Sub-Dimensions of Symbolism in the User Interfaces of Interactive Products

Abstract

Products are often valued for what they mean to people. The theoretical dimension that describes the meaning of products is referred to as symbolism. Symbolism plays an important role in product evaluations in pre-use conditions. This paper suggests a framework for the analysis of this dimension in product evaluations. Symbolism comprises varying mixtures of pragmatic, product, and user symbolism. Pragmatic symbolism, which includes the product's instrumental benefits, affects product symbolism, or the overall impression of the product. Product symbolism, in turn, affects user symbolism, which refers to the self-image of the product's user. Our findings, based on exploratory and confirmatory factor analyses, suggest that while symbolic value formation often occurs in a bottom-up process, from pragmatic considerations upon which the product's image is built that transfer to the user, it can also be in a top-down process for specific types of products whose design elements directly affect the user's self-image. RESEARCH HIGHLIGHTS Symbolism is not a unified dimension, but comprises three sub-dimensions. Perceived usefulness and functional affordance positively affect the symbolic value of products. For most product types, the image of the product positively affects the image of its user. For most product types, the effect of product usefulness on user image is mediated by product image. While symbolism is usually formed in a bottom-up process, it can also be formed in a top-down process.