Usability is more valuable predictor than product personality for product choice in human-product physical interaction

• Product personality (PP) assignment could be achieved by manipulating product attributes related to product usability (PU).
• EMG is useful technique for PP/PU evaluation in physical interaction with product.
• PU is important when PU and PP are co-varying in human-product physical interaction.
• Less muscular effort in product use is associated with higher level of PP/PU.

Product personality and product usability are two important factors which can influence consumers' product choice. Published literature are available regarding independent impact of product personality and product usability on product choice but no research has been reported so far for understanding their collective influence on product choice. In addition, which factor between usability and product personality contributing more in product choice is still not clear. Current research thus aimed to bridge these research gaps by establishing inter-relationships among product personality, usability and product choice. To achieve this goal, two separate experiments were conducted. Results of first experiment revealed that products having high product usability also possessed strong product personality. Following second experiment, it was observed that solitary influence of product usability on product choice was more than the standalone influence of product personality in human-product physical interaction. Moreover, it unfolded the fact that product usability mediates the influence of product personality towards product choice. Established interrelationships among product personality, usability and product choice, would help designer and ergonomists to decide how product attributes could be manipulated to enhance product personality and/or product usability to ensure product choice.Relevance to industryTechniques mentioned in the current paper for product usability/personality assessment, have significant implication in product design. Gained knowledge will be helpful for industrial designer or human factors experts to incorporate various positive product usability attributes to enhance product personality or vice-versa for assuring acceptance of product in market.

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