Products has two kinds of attributes, namely, utilitarian attributes and hedonic attributes. Consumers often evaluate the products on the basis of these attributes. However, few studies has been done in examining the utilitarian and hedonic dimensions of a product simultaneously. The dual-dimensionality of product attributes was validated. The theoretical results include: (1) examining hedonic and utilitarian attributes on the same product simultaneously, (2) validating the dual-dimensionality of the product attributes. Finally, both the managerial implications and the limitations of this study were also discussed.