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A utility score is associated with each attribute level. The higher the utility, the more preferred. Utilities should only be compared within attributes, not between attributes. In other words, the utility of a level for one attribute should NOT be compared to the utility for a level of a different attribute. Utilities are additive across attributes, so the total utility of a product alternative is the sum of the utilities for its attribute levels (taking one and only one level from each attribute).



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