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What Can Self-Reports and Acoustic Data Analyses on Emotions Tell Us?

There are two approaches to measure people's experiences: memory-based and moment-based. Whereas the memory-based approaches are susceptible to the peak-end effect, the moment-based approaches appear to better reflect the experience of the present. In this paper, we propose that emotional assessment of think aloud verbalisations is a moment-based methodology for measuring UX. We conducted an empirical study with 46 participants in the domain of online shopping to evaluate their emotional experiences. Acoustic analysis of verbal data was used as the moment-based approach and self-report questionnaires as the retrospective or memory-based approach. Results of the study confirmed the previous finding that retrospective assessments did not reflect the actual experience. The results also suggested that retrospective evaluations of emotions were significantly correlated with the most frequently elicited emotion (i.e. modal emotion) during the interaction. In conclusion these results support the use of acoustic data analysis as an alternative approach to measuring UX.