Consumption Occasion Hedonic-Utilitarian

What it measures

Three semantic differential items assess the degree to which a person perceives that a product is typically consumed for pleasure and fun rather than for routine functional purposes.

Response format

7-point semantic differential

Scale items

• practical purposes / just for fun
• purely functional / pure enjoyment
• for a routine need / for pleasure

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Original to Wakefield and Inman (2003). Alphas .80 (Study 1) and .90 (Study 3). Items are anchored with utilitarian on one pole and hedonic on the other.

Recommended companion scales

Citation

Wakefield, K. L., & Inman, J. J. (2003). Situational price sensitivity: The role of consumption occasion, social context and income. Journal of Retailing, 79(4), 199–212.

Keywords