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Hedonic-Utilitarian Attitude (Voss, Spangenberg & Grohmann)
Marketing & SalesReliability: alphas 0.94 each4 sample items
About this scale
A 10-item semantic differential measuring hedonic (10) and utilitarian (10) attitudes toward products. Foundational dual-attitude measure in consumer behaviour.
Sample item(s)
“Useful — useless (utilitarian)”
“Functional — not functional (utilitarian)”
“Fun — not fun (hedonic)”
“Exciting — dull (hedonic)”
Reliability
Reported internal consistency: alphas 0.94 each. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Free for academic use.
Source & citation
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003): Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, Vol. 40, No. 3, pp. 310–320.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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