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linear coding

I assigned "linear" coding in my price attribute in CBC/HB. How will I treat the utility of price if I will derive the total utilities or overall desirability of a concept(adding all the utilities of the levels in the concept)?  Thanks!
asked Mar 4, 2012 by anonymous

1 Answer

+1 vote
Multiply the actual price mentioned in the product with the single price utility that you have and add it to the other selected attributes utility.
answered Mar 5, 2012 by raj_ganla (225 points)
Thanks! Is this still applicable if I already assigned my lowest price the value of -1, midprice as 0 and maxprice as +1? I did this to zero-center my values.
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