Consumers prefer easy to use products - this shows this relative to other product features

What is it about?

Consumers prefer easy to use products. We show this relative to how they evaluate other functional features using two discrete choice experiments. We also show that these vary depending on the age and experiences of the consumers. We also show how much consumers are willing to pay for easy to use products

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Why is it important?

No one has quantified ease of use in terms of WTP and in the context of consumer choice. Most TAM applications are in terms of a single product or an overarching category.