ABSTRACT
Um = eameb1 Xlm . . . e b K XKm + εm (3) Each term with the base e in Equation (3) is called a part-worth and refers to the contribution that a particular attribute value, Xk, makes to the utility of an alternative. Note that the part-worths are multiplicative. If, for exam ple, the part-worth associated with a particular level of an attribute equals 1.2, this means that it multiplies the utility of an alternative by 1.2, or put another way, it increases the alternative's utility by 20 percent.
