![]() Also, much attention is focused on consumer and environmental 'input' variables. Of interest are various cognitive and behavioral responses in addition to affective ones. Hedonic, or experiential perspective, as it is also called (Hirschman and Holbrook 1982, Holbrook and Hirschman 1982, also Unger and Kernan 1983), does not limit its scope of interest only to attitudes, but many other aspects of consumer behavior are included. The three constructs and their relationships together form the overall attitude construct. These two constructs determine the general aspect of attitudes. This modification incorporates explicitly and as separate constructs both the utilitarian and the hedonic aspects of consumer attitudes. The purpose of this paper is to respond to this criticism by proposing a modification-to the traditional attitude concept and measurement. One area of criticism has pointed out that the symbolic, hedonic, and esthetic aspects of consumption are not adequately reflected in these conceptualizations and consequently in the resultant operationalizations (e.g., Holbrook and Hirschman 1982). There has been of late an understanding that the traditional measures of consumer attitudes do not adequately reflect the various volitional, internally motivated, approach/avoidance response tendencies in different consumption and/or purchase situations.Ī common criticism is that these attitude measures are based on conceptualizations that are too simplistic and/or too narrowly focused. 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. Recent criticism of traditional attitude concept and measurement leveled by consumer researchers who emphasize symbolic, esthetic, and hedonic aspects of consumption is reviewed. 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. Our data suggests that it does, which means that the self-control mechanism should be integrated in the information systems models that seek to explain information technology use.ABSTRACT - Recent criticism of traditional attitude concept and measurement leveled by consumer researchers who emphasize symbolic, esthetic, and hedonic aspects of consumption is reviewed. In this paper, we test for the first time whether the daily consumption pattern of utilitarian information technology use indeed reflects the hypothesized patterns at the aggregate level. Utilitarian information technology use decreases throughout the day and the week while hedonic information technology use does not. This causes the daily and weekly rhythms of utilitarian and hedonic use to be different. However, recent advances in social psychology and consumer behavior research suggest that there is an even more profound difference: Only utilitarian IT use depends on the self-control mechanism and the limited resources consumed bµ exercise of self-control. Information systems theory tells us that the deepest going difference between utilitarian and hedonic information technology use is that different sets of motivational factors direct the two types of use.
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