In further research, Crowley, Spangenberg, and Hughes (1992) found the Batra and Ahtola scale severely lacking when applied to product categories as opposed to specific products. Batra and Ahtola (1990) developed an eight item semantic differential scale using specific products as targets and suggested it be examined in future research. However, no widely applicable, satisfactory scale has been developed to date. Published efforts to establish a reliable and valid scale which measures the hedonic and utilitarian components of attitudes held by consumers regarding products, services, and activities are becoming more common. The resulting scale should be useful in determining the nature of customer evaluation of products and services and/or related advertising appeals.Ĭonsumer researchers are increasingly looking for a richer understanding of the traditional information processing view of the various dimensions of attitude. Level of involvement was found to have a significant effect on both hedonic and utilitarian dimensions associated with stimuli. Relationships between the HED-UT scale and involvement, sensation seeking, and need for cognition were examined. Six product categories and six brands within those categories were assessed on both HED-UT dimensions. The first phase of a multi-phase process for developing a generally applicable, reliable, and valid scale for measuring the hedonic and utilitarian (HED-UT) components of attitudes is presented. MEASURING THE HEDONIC AND UTILITARIAN DIMENSIONS OF ATTITUDE: A GENERALLY APPLICABLE SCALEĮric R. MacInnis, Provo, UT : Association for Consumer Research, Pages: 235-241.Īdvances in Consumer Research VolPages 235-241 Crowley (1997) ,"Measuring the Hedonic and Utilitarian Dimensions of Attitude: a Generally Applicable Scale", in NA - Advances in Consumer Research Volume 24, eds. The resulting scale should be useful in determining the nature of customer evaluation of products and services and/or related advertising appeals.Įric R. ABSTRACT - The first phase of a multi-phase process for developing a generally applicable, reliable, and valid scale for measuring the hedonic and utilitarian (HED-UT) components of attitudes is presented.
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