Brand Utilitarian and Hedonic Evaluation
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.