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The Attitudes of the Consumer

✍ Scribed by Florence R. Skelly


Book ID
114909515
Publisher
John Wiley and Sons
Year
2009
Tongue
English
Weight
413 KB
Volume
40
Category
Article
ISSN
0029-6643

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Measuring the hedonic and utilitarian so
✍ Rajeev Batra; Olli T. Ahtola πŸ“‚ Article πŸ“… 1991 πŸ› Springer US 🌐 English βš– 751 KB

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