Marketing Letters

, Volume 2, Issue 2, pp 159–170 | Cite as

Measuring the hedonic and utilitarian sources of consumer attitudes

  • Rajeev Batra
  • Olli T. Ahtola


It has been suggested theoretically that consumer attitudes have distinct hedonic and utilitarian components, and that product categories differ in the extent to which their overall attitudes are derived from these two components. This paper reports three studies that validate measurement scales for these constructs and, using them, show that these two attitude dimensions do seem to exist; are based on different types of product attributes; and are differentially salient across different consumer products and behaviors, in theoretically-consistent ways.

Key words

Attitudes Preferences Measurement 


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Copyright information

© Kluwer Academic Publishers 1991

Authors and Affiliations

  • Rajeev Batra
    • 1
  • Olli T. Ahtola
    • 2
  1. 1.4209F Business Administration, School of Business AdministrationUniversity of MichiganAnn ArborUSA
  2. 2.Tempere UniversityFinland

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