突出
心理学
营销
消费者行为
社会心理学
产品(数学)
计量经济学
业务
经济
计算机科学
数学
人工智能
几何学
作者
Rajeev Batra,Olli T. Ahtola
摘要
It has been suggested theoretically that consumer attitudes have distinct hedonic and utilitarian components, and that product categories differ in the extent to which their overall attitudes are derived from these two components. This paper reports three studies that validate measurement scales for these constructs and, using them, show that these two attitude dimensions do seem to exist; are based on different types of product attributes; and are differentially salient across different consumer products and behaviors, in theoretically-consistent ways.
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