Abstract In the fast moving consumer goods industry, measuring consumer acceptance toward products is crucial for product development and marketing. Consumers are generally considered hedonists and, thus momentary hedonic scores are assumed to represent consumer acceptance. Yet for many product types, such as household care products, consumers might be considered utilitarian and their usage experience with the product might be equally important for consumer acceptance. To quantify consumer holistic product usage experience, a two-step signal detection rating-based satisfaction measure was used such that an independent signal detection theory index termed d'A (d-prime affect magnitude) could be computed for each product to represent consumer satisfaction with the usage experience and with the product itself. The objective of the present study was to investigate the effect of simultaneous attribute evaluation using the ‘double-faced applicability’ (DFA) test on product discrimination of this satisfaction measure. The conventional 10-point hedonic ratings with and without the DFA test were used as control methods for comparison. Results showed that significant product discriminations were observed only in the group who performed the satisfaction measure with the DFA test. Also, significant discriminations in quality attributes of the DFA test questionnaire were more frequently observed in the group that performed the satisfaction test than in those who performed the hedonic test. These results indicate that compared to using hedonic scores, the satisfaction test with the DFA has the potential to improve research on the quality predictors of household products.

中文翻译：

---

使用和不使用“双面适用性”测试的整体产品使用体验的基于信号检测的满意度度量

摘要 在快速发展的消费品行业，衡量消费者对产品的接受度对于产品开发和营销至关重要。消费者通常被认为是享乐主义者，因此假定瞬时享乐分数代表消费者的接受度。然而，对于许多产品类型，例如家庭护理产品，消费者可能被视为功利主义者，他们对产品的使用体验对于消费者的接受程度可能同样重要。为了量化消费者整体产品使用体验，使用了基于两步信号检测评级的满意度测量，以便可以为每个产品计算称为 d'A（d-主要影响幅度）的独立信号检测理论指数，以表示消费者满意度与使用体验和产品本身有关。本研究的目的是调查使用“双面适用性”(DFA) 测试的同时属性评估对这种满意度测量的产品辨别力的影响。使用和不使用 DFA 测试的传统 10 点快感评分作为对照方法进行比较。结果表明，仅在使用 DFA 测试执行满意度测量的组中才观察到显着的产品歧视。此外，在执行满意度测试的组中，比执行享乐测试的组更频繁地观察到 DFA 测试问卷质量属性的显着差异。这些结果表明，与使用享乐分数相比，