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The Hedonic and Utilitarian Dimensions of Attendees' Attitudes Toward Festivals

Eric R. Spangenberg

Denney G. Rutherford

Washington State University

This study examined the attendees'attitudes toward festivals by utilizing a two-dimensional consumer attitude scale, the Hedonic/Utilitarian (HED/UT) Scale, developed by Voss, Spangenberg, and Grohmann. The HED/UT Scale was originally developed to measure the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands within categories. Findings suggested the scale has good reliability and validity and can be used successfully to measure attendees' attitudes toward festivals or other events and services. Results indicated that people attend festivals and other social events for both hedonic and utilitarian reasons. However, their hedonic attitudes have a stronger impact on attending the festival and other special events than their utilitarian attitude. Marketing and theoretical implications are discussed.

Key Words: festivals • attendees' attitudes • hedonic and utilitarian attitudes • perceptions of festivals

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