Assessment of Attribute Importances and Consumer Utility Functions: Von Neumann-Morgenstern Theory Applied to Consumer Behavior

Journal Article Assessment of Attribute Importances and Consumer Utility Functions: von Neumann-Morgenstern Theory Applied to Consumer Behavior Get access John R. Hauser, John R. Hauser Search for other works by this author on: Oxford Academic PubMed Google Scholar Glen L. Urban Glen L. Urban Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 5, Issue 4, March 1979, Pages 251–262, https://doi.org/10.1086/208737 Published: 01 March 1979 Article history Received: 01 June 1977 Revision received: 01 September 1978 Published: 01 March 1979