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March 1, 1979Journal of Consumer Research

Assessment of Attribute Importances and Consumer Utility Functions: Von Neumann-Morgenstern Theory Applied to Consumer Behavior

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Authors

JHJohn R. HauserMassachusetts Institute of TechnologyGUGlen L. UrbanNew School

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Hauser et al. (1979) studied this question.

synapsesocial.com/papers/69df467b4fb243fc8e591d73https://doi.org/10.1086/208737
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