A five-item semantic differential scale measuring the hedonic component of consumer attitude toward a product or brand — the experiential, pleasure-oriented dimension arising from anticipated or actual sensory and emotional gratification. Items assess whether a product or brand is experienced as fun, exciting, delightful, thrilling, and enjoyable. The scale was developed to provide a psychometrically sound separation of the hedonic and utilitarian bases of attitude, enabling researchers to examine each dimension independently or together.
Voss, Kevin E., Eric R. Spangenberg, and Bianca Grohmann (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of the Academy of Marketing Science, 31(3), 310–320.
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