How Warm-Glow Alters the Usability of Technology

TL;DR

This paper explores how the warm-glow feeling, derived from doing good, influences users' perceptions of technology's usability, emphasizing the importance of emotional and value-based factors in design.

Contribution

It introduces an experimental framework to examine how intrinsic and extrinsic warm-glow affect perceived usability, highlighting the role of emotional factors beyond traditional usability models.

Findings

Intrinsic warm-glow enhances all perceived usability dimensions.

Extrinsic warm-glow influences effectiveness and satisfaction.

Perceptions of usability are shaped by emotional resonance with users' purpose.

Abstract

As technology increasingly aligns with users' personal values, traditional models of usability, focused on functionality and specifically effectiveness, efficiency, and satisfaction, may not fully capture how people perceive and evaluate it. This study investigates how the warm-glow phenomenon, the positive feeling associated with doing good, shapes perceived usability. An experimental approach was taken in which participants evaluated a hypothetical technology under conditions designed to evoke either the intrinsic (i.e., personal fulfillment) or extrinsic (i.e., social recognition) dimensions of warm-glow. A Multivariate Analysis of Variance as well as subsequent follow-up analyses revealed that intrinsic warm-glow significantly enhances all dimensions of perceived usability, while extrinsic warm-glow selectively influences perceived effectiveness and satisfaction. These findings suggest that perceptions of usability extend beyond functionality and are shaped by how technology resonates with users' broader sense of purpose. We conclude by proposing that designers consider incorporating warm-glow into technology as a strategic design decision.