• Corpus ID: 15975476

Direct Assessment of Consumer Utility Functions: Von Neumann-Morgenstern Utility Theory Applied to Marketing

@inproceedings{Hauser2013DirectAO,
  title={Direct Assessment of Consumer Utility Functions: Von Neumann-Morgenstern Utility Theory Applied to Marketing},
  author={John R. Hauser and Glen L. Urban},
  year={2013}
}

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