Hi,
So I understand that attribute utilities are by default zero-centered. But I am not sure if I interpret it correctly. - Is this assumption correct?
" an attribute utility that is close to zero shows that respondents on average are rather neutral regarding the attribute. In contrast attribute utilities that are deviating strongly from zero, show that respondents have a strong ( positive or negative) opinion on the attribute. "
Do attribute levels with a negative utility always suggest that they are negatively perceived. Or only that they are the least favorable attribute level compared to the other given attribute levels?
Thanks