Five bipolar adjective pairs assess the hedonic component of product or brand attitude—capturing perceived fun, excitement, delight, and enjoyment from sensory or experiential sources.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Developed by Voss, Spangenberg, and Grohmann (2003) alongside the utilitarian attitude subscale, as a theoretical and psychometric improvement on prior combined measures. Alpha .95 across brand names and generic products in Studies 1 and 2. Designed to be used in conjunction with the utilitarian subscale to capture the dual structure of product attitude.
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.
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