Truth beyond common beliefs – boosting the validity of conjoint-based modelling

It is often argued that people act in an effort to maximise their utility (the classic view of 'homo economicus').

Truth beyond common beliefs – boosting the validity of conjoint-based modelling

Florian BauerVocatus AG, Germany

PREFACE

The deduction of partial utilities within conjoint analyses is based on the assumption that people maximise their utility (“homoeconomicus”)....

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