Hedonic Attitude Toward Product/Brand

HAPBHedonic component of attitude toward a product or brand

5 items 2003 α .95 Free Voss, K. E., Spangenberg, E. R., & Grohmann, B.

What it measures

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.

Citation

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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