Measuring the hedonic and utilitarian sources of consumer attitudes

Batra, Rajeev; Ahtola, Olli T.

doi:10.1007/bf00436035

Cited by 1,623 publications

(1,188 citation statements)

References 8 publications

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“…If consumers feel that the message appeals to their sense of practicality and that the object being advertised is going to help them accomplish some objective, the advertising message is said to possess utilitarian value. If, however, consumers feel that the message appeals to their desire for pleasure or suggests that they will experience satisfaction after consuming the advertised object, then the advertising message is said to possess hedonic value (Batra & Ahtola, 1990;Voss et al, 2003).…”

Section: Utilitarian and Hedonic Valuementioning

confidence: 99%

Exploring Routes to Persuasive Online Advertising

Tsao¹

2014

IJBM

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Studies show that the Internet is gaining status as a mainstream medium for delivering advertisements and that online advertising may surpass advertising in traditional media. This study proposes a model for evaluating the effects of various elements of Internet advertisements on purchase intention and outlines a potential route by which persuasive messages might travel. A structural equation model is developed to test the causal effect between those constructs. The multiple-group analysis is applied to investigate the moderating effect of Internet usage.The empirical results show that (1) purchase intention is influenced indirectly by peripheral cues via the mediation of hedonic value, (2) purchase intention is influenced indirectly by central cues via the mediation of utilitarian value and search intention, (3) Internet usage plays a partial moderating role in persuasive communication, and (4) utilitarian value plays a critical meditating role by converting rational ad stimuli into purchase acts after the persuasive communication effected by online advertisements. This study clarified the process of consumer perception and interpretation towards online advertisement information, proposing two pathways for persuasion. Furthermore, we confirmed that in the event that more central cures are released in online advertisements, the consumers will enhance a greater utilitarian value to the message. This further induces greater search intention and purchase intention, the finding of which is the contribution of this study.

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Section: Utilitarian and Hedonic Valuementioning

confidence: 99%

Exploring Routes to Persuasive Online Advertising

Tsao¹

2014

IJBM

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“…The utilitarian and hedonic values have been the focus of much interest and research Batra and Ahtola, 1991 ;Babin et al , 1994 ;Wang et al , 2000 ;Millan and Howard, 2007 ;Teller et al , 2008 ). Consumer values have been broadly termed as utilitarian ( Bloch and Bruce, 1984 ;Batra and Ahtola, 1991;Engel et al , 1993 ;Babin et al , 1994 ) which are more task oriented in nature and hedonic which are related to entertainment and fun-seeking behaviour ( Bellenger et al , 1976 ). Bloch and Richins (1983) postulate that hedonic values are characterized by heightened arousal, excitement, adventure and entertainment.…”

Section: Literature Review Hedonic and Utilitarian Shopping Valuesmentioning

confidence: 99%

Influence of hedonic and utilitarian values in determining attitude towards malls: A case of Indian small city consumers

Khare

2011

J Retail Leisure Property

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is Faculty in IIM-Rohtak, India. She has a MBA degree in Marketing and DPhil in International Management from University of Allahabad. Her research interests span over consumer behavior, retailing, services marketing and supply chain management. She has authored quite a few research papers in international and national journals.ABSTRACT Mall development, which was restricted to the bigger cities in India, is now making inroads to the mini-metros and smaller cities of the country. Change from traditional retailing formats to an organized multi-assortment format is expected to transform Indian consumers ' shopping behaviour. This research article examines the infl uence of hedonic and utilitarian shopping values on consumers ' attitudes towards malls in the smaller cities of India. Emotional and rational shopping motives are supposed to govern the consumer ' s attitude towards malls. The research was conducted in fi ve minimetropolitan cities in Northern India ( n = 325). ANOVA and multiple regression tests were administered to analyze the data. The results show that the hedonic and utilitarian values of small city consumers infl uenced their attitude towards malls. Results also showed the infl uence of age in consumers ' attitudes towards mall attributes.

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“…Numerous studies on the measurement of attitudes have shown that attitudes often have two separate components: one interpreted as a cognitive component-sometimes called "utilitarian" or "instrumental"-and the second as an affective component-sometimes called "hedonic" or "consummatory" (e.g., Batra and Athola 1990;Breckler and Wiggins 1989). These studies, however, do not specify the processes through which inputs underlying the affective component enter overall evaluation judgments (i.e., spontaneous associations vs. conscious inferential processes).…”

Section: Feeling-based Evaluationmentioning

confidence: 99%

Affect Monitoring and the Primacy of Feelings in Judgment

Pham¹,

Cohen²,

Pracejus³

et al. 2001

J Consum Res

417

307

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Multidisciplinary evidence suggests that people often make evaluative judgments by monitoring their feelings toward the target. This article examines, in the context of moderately complex and consciously accessible stimuli, the judgmental properties of consciously monitored feelings. Results from four studies show that, compared to cold, reason-based assessments of the target, the conscious monitoring of feelings provides judgmental responses that are (a) potentially faster, (b) more stable and consistent across individuals, and importantly (c) more predictive of the number and valence of people's thoughts. These findings help explain why the monitoring of feelings is an often diagnostic pathway to evaluation in judgment and decision making.

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Measuring the hedonic and utilitarian sources of consumer attitudes

Cited by 1,623 publications

References 8 publications

Exploring Routes to Persuasive Online Advertising

Exploring Routes to Persuasive Online Advertising

Influence of hedonic and utilitarian values in determining attitude towards malls: A case of Indian small city consumers

Affect Monitoring and the Primacy of Feelings in Judgment

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