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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