Evaluation utilitaire et hédonique



Utilitarian and Hedonic Evaluation

Utilitarian evaluation

This brand/product is :

  • Effective / Ineffective
  • Helpful / Unhelpful
  • Functional / Not functional
  • Necessary / Unnecessary
  • Practical / Impractical

Hedonic evaluation

This brand/product is :

  • Fun / Not fun
  • Dull / Exciting
  • Delightful / Not delightful
  • Thrilling / Not thrilling
  • Enjoyable / Unenjoyable

Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of marketing research, 40(3), 310-320.