The quest is to develop a predictive theory that specifies how people make quality judgements about IT related products. We know from several experiments and empirical studies that judgement is context dependent and it is influenced by the users’ task and their prior knowledge. We have elaborated Adaptive Decision Making theory with judgement criteria (usability, content/services, aesthetics, customisation, engagement and brand) which are prioritised according to the decision domain and users’ background. These criteria then control the decision making process, e.g. for entertainment applications, aesthetics and engagement will dominate, whereas for business oriented domains, content, services and brand will be more important. The criteria change over time as experience with the product accumulates, so aesthetics is important in early stages of product encounter, while engagement and functionality will dominate later on. The theory still needs considerable development to understand how different domains lead to prioritisation of criteria and how peoples’ background interacts with expectations for different applications and domains.