This paper presents three studies that validate measurement scales for hedonic and utilitarian components of consumer attitudes, showing that these two dimensions exist, are based on different product attributes, and are differentially salient across consumer products and behaviors. The authors argue that consumer attitudes are inherently bidimensional, with hedonic (affective) and utilitarian (instrumental) components. Hedonic attitudes are based on sensory attributes and experiential pleasure, while utilitarian attitudes are based on functional and instrumental attributes. The studies used evaluative semantic differential (SD) scales to measure these dimensions and validated them using reliability, convergent validity, discriminant validity, and nomological validity. Study 1 used SD items to measure attitudes toward four brands and found that hedonic and utilitarian factors emerged. The hedonic factor loaded on pleasant-unpleasant, agreeable-disagreeable, and similar items, while the utilitarian factor loaded on useful-useless, beneficial-harmful, and similar items. Confirmatory factor analysis supported the two-factor model, showing higher reliability and validity for the hedonic factor. Study 2 examined attitudes toward a new toothpaste brand and found that hedonic and utilitarian factors were related to sensory and instrumental attributes, respectively. The hedonic attitude scale correlated more strongly with sensory attribute adequacy, while the utilitarian scale correlated more strongly with instrumental attribute adequacy. The study also showed that consumers buying toothpaste for emotional reasons placed more weight on the hedonic scale, while those buying for rational reasons placed more weight on the utilitarian scale. Study 3 examined attitudes toward 18 behaviors and found that hedonic and utilitarian factors emerged. The hedonic factor loaded on pleasant-unpleasant, agreeable-disagreeable, and similar items, while the utilitarian factor loaded on valuable-worthless, wise-foolish, and similar items. The study showed that behaviors with higher utilitarian value had higher utilitarian gammas, while those with higher hedonic value had higher hedonic gammas. The studies support the theoretical notion that consumer attitudes have hedonic and utilitarian components and provide validated scales for measuring these dimensions. The findings suggest that these dimensions are important for understanding consumer behavior and can be used in marketing and managerial decisions. Future research should continue to develop and validate these scales, and explore the relationship between hedonic and utilitarian constructs and other attitude components.This paper presents three studies that validate measurement scales for hedonic and utilitarian components of consumer attitudes, showing that these two dimensions exist, are based on different product attributes, and are differentially salient across consumer products and behaviors. The authors argue that consumer attitudes are inherently bidimensional, with hedonic (affective) and utilitarian (instrumental) components. Hedonic attitudes are based on sensory attributes and experiential pleasure, while utilitarian attitudes are based on functional and instrumental attributes. The studies used evaluative semantic differential (SD) scales to measure these dimensions and validated them using reliability, convergent validity, discriminant validity, and nomological validity. Study 1 used SD items to measure attitudes toward four brands and found that hedonic and utilitarian factors emerged. The hedonic factor loaded on pleasant-unpleasant, agreeable-disagreeable, and similar items, while the utilitarian factor loaded on useful-useless, beneficial-harmful, and similar items. Confirmatory factor analysis supported the two-factor model, showing higher reliability and validity for the hedonic factor. Study 2 examined attitudes toward a new toothpaste brand and found that hedonic and utilitarian factors were related to sensory and instrumental attributes, respectively. The hedonic attitude scale correlated more strongly with sensory attribute adequacy, while the utilitarian scale correlated more strongly with instrumental attribute adequacy. The study also showed that consumers buying toothpaste for emotional reasons placed more weight on the hedonic scale, while those buying for rational reasons placed more weight on the utilitarian scale. Study 3 examined attitudes toward 18 behaviors and found that hedonic and utilitarian factors emerged. The hedonic factor loaded on pleasant-unpleasant, agreeable-disagreeable, and similar items, while the utilitarian factor loaded on valuable-worthless, wise-foolish, and similar items. The study showed that behaviors with higher utilitarian value had higher utilitarian gammas, while those with higher hedonic value had higher hedonic gammas. The studies support the theoretical notion that consumer attitudes have hedonic and utilitarian components and provide validated scales for measuring these dimensions. The findings suggest that these dimensions are important for understanding consumer behavior and can be used in marketing and managerial decisions. Future research should continue to develop and validate these scales, and explore the relationship between hedonic and utilitarian constructs and other attitude components.