Thanks for the interest in the paper.
Exhibit 6 is the coding for estimating the determinance (importance) of each perceptual item. We're just estimating how much agreement there is between choice for product concepts and that those products are associated with certain perceptual items.
Exhibit B1 is the coding for estimating the part-worth utilities (for the conjoint levels) as predictors of perceptual associations. For example, how the different cities, hotel options, car rental options, and prices for a vacation package "drive" the perceptions.
In the first model, you just get a single coefficient per model, indicating how likely that perceptual item is associated with choice.
In the second model, you obtain many parameters (because we have many attributes and levels in the conjoint experiment) that indicate how the parts of the product concept (city, hotel options, car rental options, prices) drive perception with specific perceptual items.