When Users Dislike Tech: Assessing Inclusivity and Common Themes with the PTPI Scale

This research seeks explore the factor structure of the PTPI and provide insight into what product design features contribute to perceptions of dislike. The PTPI was administered to 965 participants who were asked to either evaluate a technology they liked, or one they disliked. A confirmatory factor analysis (CFA) was conducted to assess model fit, and participant comments were analyzed to determine how feelings of dislike mapped to PTPI subscales, as well as what design features were mentioned when a product was disliked. The CFA results indicated that the PTPI has acceptable model fit. The thematic analysis of participant comments reveals key design themes that are consistently referenced when consumers dislike technology products, offering valuable insights for product designers to enhance both satisfaction and inclusivity. Participant comments also give insight into why consumers may persist in using disliked products.