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Direct assessment of consumer utility functions : von Neumann-Morgenstern utility theory applied to marketing

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Author(s)
Hauser, John R.
•
Urban, Glen L.
Date Issued
1976]
Publisher
Cambridge, Mass. : Massachusetts Institute of Technology
Series/Report no.
Working paper (Sloan School of Management) ; 843-76.
Description
"March 1976."
Subjects
Consumers' preferences
Models.
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