# Linear Price - Zero center on Average of Tested prices

Working on a study where the price shown is calculated by adding each feature level price and applying a random shock (-50% to +50%). With this setup, we'd have many unique prices across all the respondents.We are considering to solve price as a linear attribute. We understand that HB would zero-center the prices in estimating the utilities and that we need to use zero-centered price value to when simulating a specific price point in an excel simulator.

While using the average of the tested prices to zero-center makes sense, we are wondering or trying to understand the affect of using 'average of tested prices' to zero-center when we want to simulate a non-tested price (i.e., an interpolated price). For example, if the prices are \$2, \$4, \$6 & \$8, the zero-centered values would be -3,-1,1,3. Now,if we want to simulate a price of \$3, we'd use a zero-centered value of -1 to multiply the price utility. But,if we assume that \$3 was also a price originally tested (shown to repsondents), then the zero-centered value would be -1.6 for \$3.Thoughts please?