O
Olli T. Ahtola
Publications - 1
Citations - 2004
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.
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Measuring the hedonic and utilitarian sources of consumer attitudes
Rajeev Batra,Olli T. Ahtola +1 more
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.