Author
Olli T. Ahtola
Bio: Olli T. Ahtola is an academic researcher. The author has contributed to research in topics: Product (category theory). The author has an hindex of 1, co-authored 1 publications receiving 1836 citations.
Topics: Product (category theory)
Papers
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TL;DR: In this paper, it has been suggested 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.
Abstract: 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.
2,004 citations
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TL;DR: In this article, the authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price).
Abstract: The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.
5,428 citations
TL;DR: In this paper, the authors developed a scale measuring both values obtained from the pervasive consumption experience of shopping and found that distinct hedonic and utilitarian shopping value dimensions exist and are related to a number of important consumption variables.
Abstract: Consumer researchers' growing interest in consumer experiences has revealed that many consumption activities produce both hedonic and utilitarian outcomes. Thus, there is an increasing need for scales to assess consumer perceptions of both hedonic and utilitarian values. This article describes the development of a scale measuring both values obtained from the pervasive consumption experience of shopping. The authors develop and validate the scale using a multistep process. The results demonstrate that distinct hedonic and utilitarian shopping value dimensions exist and are related to a number of important consumption variables. Implications for further applications of the scale are discussed.
5,254 citations
TL;DR: In this article, the authors developed a 19-item measure, PERVAL, that can be used to assess customers' perceptions of the value of a consumer durable good at a brand level.
4,906 citations
TL;DR: In this article, the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions, which is followed by an analysis of the role of arousal in emotions.
Abstract: Emotions are mental states of readiness that arise from appraisals of events or one’s own thoughts. In this article, the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. The authors turn next to the influence of emotions on cognitive processes, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. The article closes with a number of questions for future research.
2,787 citations
TL;DR: This article examined the underlying dimensionality of three aspects of the post-consumption experience, product evaluation, product-elicited affect, and product satisfaction, and integrated these concepts through a suggested causal framework.
Abstract: This article examines the underlying dimensionality of three aspects of the post-consumption experience—product evaluation, product-elicited affect, and product satisfaction. In addition, the article integrates these concepts through a suggested causal framework. Students evaluated either a high- or a low-involvement product in current use, reported affective responses evoked by it, and assessed their levels of product-derived satisfaction. Analysis shows that two primary dimensions of product evaluation—utilitarian and hedonic judgment—can be viewed as causally antecedent to two dimensions of affect—pleasantness and arousal—and to product satisfaction. Implications of the conceptual framework and empirical findings for the study of consumption events are discussed.
1,983 citations