caa a22 4500 469067195 CHVBK 20180323132911.0 cr unu---uuuuu 170328e19920701xx s 000 0 eng 10.1007/BF00994132 doi (NATIONALLICENCE)springer-10.1007/BF00994132 Measuring the hedonic and utilitarian dimensions of attitudes toward product categories [Elektronische Daten] [Ayn Crowley, Eric Spangenberg, Kevin Hughes] A bidimensional (hedonic/utilitarian) approach to understanding consumer attitudes was recently introduced by Batra and Ahtola (1991); they reported three construct validation studies and proposed a set of items to measure the construct(s). In the present paper, the Batra and Ahtola (1991) scales are applied to a wide variety of product categories. Results of the present series of measure validation studies suggest that there are hedonic and utilitarian elements comprising attitudes toward product categories and that, although problematic, the Batra and Ahtola (1991) scale items are a useful first step in measuring these components. Kluwer Academic Publishers, 1992 Attitudes nationallicence Measurement nationallicence Hedonic nationallicence Utilitarian nationallicence Crowley Ayn Department of Marketing, Washington State University, 99164-4730, Pullman, WA aut Spangenberg Eric Department of Marketing, Washington State University, 99164-4730, Pullman, WA aut Hughes Kevin Department of Marketing, Washington State University, 99164-4730, Pullman, WA aut Marketing Letters Kluwer Academic Publishers 3/3(1992-07-01), 239-249 0923-0645 3:3<239 1992 3 11002 https://doi.org/10.1007/BF00994132 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00994132 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Crowley Ayn Department of Marketing, Washington State University, 99164-4730, Pullman, WA aut NATIONALLICENCE 700 1- Spangenberg Eric Department of Marketing, Washington State University, 99164-4730, Pullman, WA aut NATIONALLICENCE 700 1- Hughes Kevin Department of Marketing, Washington State University, 99164-4730, Pullman, WA aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/3(1992-07-01), 239-249 0923-0645 3:3<239 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer