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For reasons he has refused to divulge, Stu has conducted a conjoint study of automobile preferences in his Afton, Virginia neighborhood. The well-respected marketing

 

For reasons he has refused to divulge, Stu has conducted a conjoint study of automobile preferences in his Afton, Virginia neighborhood. The well-respected marketing research firm of Ron Paul ran the study using sophisticated software which generated the following table of utilities. Attribute Price Level Utility $23,000 1.50 Attribute Level Utility Brand Allstar 0.70 $25,000 0.75 Best Motors 0.45 $27,000 -0.40 Cool Cars -0.10 $29,000 -1.85 Deng Motors -1.05 Material Cloth -1.60 Sunroof Yes 0.64 Leather 1.60 None -0.64 Horsepower 220HP -2.00 250HP 0.45 280HP 1.55 What is the utility for the most preferred level of horsepower?

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