This paper explores the theoretical and empirical aspects of consumer attitudes, specifically focusing on the distinct hedonic and utilitarian components. The authors validate measurement scales for these two dimensions and demonstrate that they exist and are based on different types of product attributes. The studies show that these dimensions are differentially salient across various consumer products and behaviors, supporting the theoretical framework. The research also highlights the importance of measuring these dimensions for better understanding consumer behavior, promotional strategies, and predictive models. The scales developed in this study provide a reliable and valid way to measure hedonic and utilitarian attitudes, contributing to the literature on consumer behavior and marketing.This paper explores the theoretical and empirical aspects of consumer attitudes, specifically focusing on the distinct hedonic and utilitarian components. The authors validate measurement scales for these two dimensions and demonstrate that they exist and are based on different types of product attributes. The studies show that these dimensions are differentially salient across various consumer products and behaviors, supporting the theoretical framework. The research also highlights the importance of measuring these dimensions for better understanding consumer behavior, promotional strategies, and predictive models. The scales developed in this study provide a reliable and valid way to measure hedonic and utilitarian attitudes, contributing to the literature on consumer behavior and marketing.