Sennhauser, Michèle - 2010
This article assesses how the form of the utility function in discrete-choice experiments (DCEs) affects estimates of … willingness-to-pay (WTP). The utility function is usually assumed to be linear in its attributes. Non-linearities, in the guise of … linear utility function can be a risky choice in DCEs. For this purpose, a DCE conducted in Switzerland to assess preferences …