MiniCase How to Design an Attractive Wearable Redux Recall from Chapter 1, an electronics rm was contemplating what attributes would appeal to its customers if it were to issue a new wearable. The features that the brand team focused on, and the dummy variable codes, were these: Design appearance: Apps activated by: Annual fee: Co-branding with teams: wristwatch (1) touch (1} $0 (1) its (1) earbuds (0) voice (CI) $240 (a) no (0) They ran a conjoint study on every 10th customer who came into one of their retailer partner's stores until they had a sample of 100. The four factors listed above result in 16 combinations (2 x 2 x 2 x 2 = 16}. Each person rated the 16 possible options from 1 (would not consider buying such a wearable) to 190 (would def'mitely purchase such a unit). The regression results follow: Wearable attractiveness = 0.6 wristwatch + 0.2 activation + 0.9 fee + 0.1 co-branding