Conjoint analysis is widely used as a marketing research technique to study consumers? product preferences and simulate customer choices. It is used in designing new products, changing or repositioning existing products, evaluating the effect of price on purchase intent, and simulating market...

In this paper we try to construct a two-attribute group disutility function for two conflicting decision makers, taking into account the property of utility independence and/or convex dependence between them. Two variables in the group utility function are disutility levels of two conflicting...