HEDONIC AND UTILITARIAN ASPECTS OF CONSUMER BEHAVIOR: AN ATTITUDINAL PERSPECTIVE Holbrook, Provo, UT : Association for Consumer Research, Pages: 7-10.Īdvances in Consumer Research VolPages 7-10 Ahtola (1985) ,"Hedonic and Utilitarian Aspects of Consumer Behavior: an Attitudinal Perspective", in NA - Advances in Consumer Research Volume 12, eds. Operationalization of the concept is discussed, and some preliminary empirical findings are referred to. A new conceptualization o f attitude is proposed that incorporates elements from both perspectives.
Traditional attitude concept is reviewed and the validity of the criticism is partly accepted. ABSTRACT - Recent criticism of traditional attitude concept and measurement leveled by consumer researchers who emphasize symbolic, esthetic, and hedonic aspects of consumption is reviewed.
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