![]() 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. The results of this research provide the knowledge necessary for designing strategies and programs for marketing for marketers and retailers of global sports shoes in the country, in order to benefit from the high-paying and lucrative markets of the students.ABSTRACT - Recent criticism of traditional attitude concept and measurement leveled by consumer researchers who emphasize symbolic, esthetic, and hedonic aspects of consumption is reviewed. according to this, hedonic Consumption Values in relation to the Utilitarian Consumption Values is more important in the intention of buying Athletic Footwear in the student's market. The results showed that of Utilitarian and hedonic Consumption Values were affected by coefficients of 0.79 and 0.87, respectively. ![]() Structural Equation Modeling was used for the analysis of the data. Questionnaire of the Consumption values and Intention of Purchasing (yoh et al, 2016) were used who's facial and content validity and internal consistency were verified by specialists and Cronbach's alpha, respectively. The method was descriptive correlative approach. The statistical sample using was selected accidentally to be 373 individuals. The population of the study was the all students in the University of Kurdistan. Therefore, the purpose of this research is to investigate the role of two prevailing consumer value benefits on the intention to purchase global brands of Athletic Footwear in the student market. Consumption values are considered as important predictive factors in consumer behavior. ![]()
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