These two constructs determine the general aspect of attitudes. This modification incorporates explicitly and as separate constructs both the utilitarian and the hedonic aspects of consumer attitudes. The purpose of this paper is to respond to this criticism by proposing a modification-to the traditional attitude concept and measurement. One area of criticism has pointed out that the symbolic, hedonic, and esthetic aspects of consumption are not adequately reflected in these conceptualizations and consequently in the resultant operationalizations (e.g., Holbrook and Hirschman 1982). There has been of late an understanding that the traditional measures of consumer attitudes do not adequately reflect the various volitional, internally motivated, approach/avoidance response tendencies in different consumption and/or purchase situations.Ī common criticism is that these attitude measures are based on conceptualizations that are too simplistic and/or too narrowly focused. Operationalization of the concept is discussed, and some preliminary empirical findings are referred to. A new conceptualization o f attitude is proposed that incorporates elements from both perspectives. Traditional attitude concept is reviewed and the validity of the criticism is partly accepted. Recent criticism of traditional attitude concept and measurement leveled by consumer researchers who emphasize symbolic, esthetic, and hedonic aspects of consumption is reviewed. HEDONIC AND UTILITARIAN ASPECTS OF CONSUMER BEHAVIOR: AN ATTITUDINAL PERSPECTIVE Holbrook, Provo, UT : Association for Consumer Research, Pages: 7-10.Īdvances in Consumer Research VolPages 7-10 Ahtola (1985) ,'Hedonic and Utilitarian Aspects of Consumer Behavior: an Attitudinal Perspective', in NA - Advances in Consumer Research Volume 12, eds.

ABSTRACT - Recent criticism of traditional attitude concept and measurement leveled by consumer researchers who emphasize symbolic, esthetic, and hedonic aspects of consumption is reviewed.

Hedonic criteria