Measuring the hedonic and utilitarian sources of consumer attitudes
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.
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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
Cites background from "Measuring the hedonic and utilitari..."
...More recently, other researchers have attempted to measure the hedonic versus utilitarian aspects of consumption (Babin, Darden, and Griffin 1994; Batra and Ahtola 1991; Mano and Oliver 1993; Spangenberg, Voss, and Crowley 1997)....
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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
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TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
Abstract: The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addit...
56,555 citations
TL;DR: In this article, a general null model based on modified independence among variables is proposed to provide an additional reference point for the statistical and scientific evaluation of covariance structure models, and the importance of supplementing statistical evaluation with incremental fit indices associated with the comparison of hierarchical models.
Abstract: Factor analysis, path analysis, structural equation modeling, and related multivariate statistical methods are based on maximum likelihood or generalized least squares estimation developed for covariance structure models. Large-sample theory provides a chi-square goodness-of-fit test for comparing a model against a general alternative model based on correlated variables. This model comparison is insufficient for model evaluation: In large samples virtually any model tends to be rejected as inadequate, and in small samples various competing models, if evaluated, might be equally acceptable. A general null model based on modified independence among variables is proposed to provide an additional reference point for the statistical and scientific evaluation of covariance structure models. Use of the null model in the context of a procedure that sequentially evaluates the statistical necessity of various sets of parameters places statistical methods in covariance structure analysis into a more complete framework. The concepts of ideal models and pseudo chi-square tests are introduced, and their roles in hypothesis testing are developed. The importance of supplementing statistical evaluation with incremental fit indices associated with the comparison of hierarchical models is also emphasized. Normed and nonnormed fit indices are developed and illustrated.
16,420 citations
Book•
01 Jan 1957
TL;DR: In this article, the authors deal with the nature and theory of meaning and present a new, objective method for its measurement which they call the semantic differential, which can be adapted to a wide variety of problems in such areas as clinical psychology, social psychology, linguistics, mass communications, esthetics, and political science.
Abstract: In this pioneering study, the authors deal with the nature and theory of meaning and present a new, objective method for its measurement which they call the semantic differential. This instrument is not a specific test, but rather a general technique of measurement that can be adapted to a wide variety of problems in such areas as clinical psychology, social psychology, linguistics, mass communications, esthetics, and political science. The core of the book is the authors' description, application, and evaluation of this important tool and its far-reaching implications for empirical research.
9,476 citations
TL;DR: In this paper, the authors argue for the recognition of important experiential aspects of consumption, such as the symbolic, hedonic, and esthetic nature of the experience of consumption.
Abstract: This paper argues for the recognition of important experiential aspects of consumption. Specifically, a general framework is constructed to represent typical consumer behavior variables. Based on this paradigm, the prevailing information processing model is contrasted with an experiential view that focuses on the symbolic, hedonic, and esthetic nature of consumption. This view regards the consumption experience as a phenomenon directed toward the pursuit of fantasies, feelings, and fun.
7,029 citations
TL;DR: The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse as mentioned in this paper, and the authors of this paper critically review selfconcept theory and research in consumer behaviour and provide recommendations for future research.
Abstract: The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for future research.
3,085 citations
"Measuring the hedonic and utilitari..." refers background in this paper
...Research is also required on other attitude components (such as social or normative value, cf. Sirgy 1982 ) that are probably relevant for some consumer products or behaviors and may not be fully captured in the scales developed here....
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