Willingness to pay and experienced utility as measures of affective value of information objects: Users’ accounts

The article discusses two instant measures of affective value of information objects: Willingness-to-Pay (WTP) and Experienced Utility (EU). The potential utility of these measures for information retrieval research is positioned within a broader discussion of distinctions between instant utility and remembered utility and their relationship to immediate as opposed to retrospective subjective evaluations. The paper describes an approach for obtaining instant WTP and EU ratings in document evaluation in contexts of information search and thereafter reports results from a usability study of its implementation. Participants encountered no difficulties in use of the design format and in rating documents using WTP and EU measures. Although two measures were found statistically significantly correlated with each other, participants in the usability study offered different reasons for the ratings of WTP and EU made for the same document.