The influence of cellular phone attributes on users' affective experiences: A cultural comparison

This study explores how cellular phone attributes influence the affective experiences of users. It is hypothesized that product attributes trigger emotional responses and that different sets of product attributes trigger intense emotional responses in Singapore and Philippines, two countries with different cultures. Results of the study showed that Singaporean pre-purchase affect (PPA) is intensified mostly by functional attributes such as display area, weight, and thickness while Filipino PPA is influenced by aesthetic attributes.Relevance to industryDesigners can use the results of the study as input to cellular phone design. The study also highlights the fact that cultural differences should be considered in design. The approach taken in the analysis will also be helpful in identifying specific attributes that designers can focus on.