Hi, we are working on a CBC dataset and the price attribute turns out to be the most important out of all five attributes. However, the price sensitivity is really low in simulation. I took a look at the individual utilities and found some respondents have negative utilities on the low price and positive utilities on the high prices. So I imposed "from best to worst" constraint on price attribute. The new estimation shows price is almost the lease important attribute of all.
Should I impost constraint in this case? if not, how do I interpret the inversed individual utilities on price?