Hedonic and Utilitarian Attitudes Scale

What it measures

Measures two fundamental motivational bases of consumer attitudes: hedonic (pleasure, fun, sensory appeal) and utilitarian (functional, practical, effective). The hedonic-utilitarian framework is foundational to consumer psychology and applied across product categories, advertising, and retail environments. Items use bipolar adjective pairs.

Representative items

• Pleasant / Unpleasant (Hedonic)
• Nice / Awful (Hedonic)
• Agreeable / Disagreeable (Hedonic)
• Useful / Useless (Utilitarian)
• Beneficial / Harmful (Utilitarian)

Citation

Batra, R., & Ahtola, O.T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170.