A Procedure for Social Utility Assessment: Consumer Preference for Residential Air-Coolers
Tóm tắt
In order to discuss selected issues on the methodology of social utility assessment, this paper shows an illustrative procedure in which consumer preferences for several performances and costs of residential air-coolers are analyzed. The focuses are related to the selection of a fundamental set of relevant attributes, the composition of questionaires for field data gathering from consumers, and the estimation of multiattribute utility functions on the social values. In the estimation process of social utility functions, a kind of random utility model of group preferential choice is employed. This model can be viewed as an additive utility version of Thurstone’s model associated with the irrelevancy of common aspects among choice alternatives as in Tversky’s Elimination by Aspects model. The assessed results seem to be moderately valid in reference to diffusion tendency of air-coolers in the real market.
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