The HUCP is the foundational measure of the hedonic and utilitarian components of consumer product and brand attitudes. Batra and Ahtola (1991) challenged the dominant unidimensional view of attitudes in consumer research, demonstrating via factor analysis and structural equation modelling that consumer attitudes toward products have two distinct sources: a hedonic source (pleasure-seeking, aesthetic enjoyment, sensory gratification) and a utilitarian source (functional beliefs, product performance, practical utility). The Hedonic dimension captures the degree to which the product is seen as enjoyable, fun, pleasant, and exciting — attitude based on sensory pleasure and affective experience. The Utilitarian dimension captures the degree to which the product is seen as useful, effective, helpful, and functional — attitude based on product performance and instrumental value. Both dimensions contribute independently to overall attitude and purchase intention, but their relative weight varies by product category: hedonic attitudes are dominant in experiential and hedonic product categories (perfume, entertainment, confectionery); utilitarian attitudes are dominant in functional and instrumental categories (cleaning products, insurance, medical devices). The HUCP has been enormously influential in consumer research, generating a substantial literature on hedonic versus utilitarian consumer behaviour, attitude formation, and decision making. It is measured using a semantic differential format applied to a specific product, brand, or consumption activity.
Batra, R., & Ahtola, O.T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170.
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