A.

A customer is shopping cell phone at the local store. There are four brands available at the following prices:

Model	Price	WTP
S	500	550
N	400	350
I	700	800
M	300	270

Which model will the customer purchase?

B. If most consumers are unwilling to pay higher prices for McDonalds new healthy fast foods because they do not know about the health benefits they provide, how might receiving an endorsement from the American Health Association (AHA) help McDonalds?