Utilitarian Attitude Toward Product/Brand

What it measures

Five bipolar adjective pairs assess the utilitarian component of product or brand attitude—capturing perceived effectiveness, helpfulness, functionality, necessity, and practicality.

Response format

7-point semantic differential

Scale items

• effective / not effective
• helpful / not helpful
• functional / not functional
• necessary / not necessary
• practical / not practical

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

Usage notes & scoring

Developed by Voss, Spangenberg, and Grohmann (2003) alongside the hedonic subscale. Alpha .95 in Study 1; slightly lower for product categories. Designed to be used alongside the hedonic subscale to assess the dual-component structure of product attitude.

Recommended companion scales

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.

Keywords