We have seen several utility functions for product alternatives (in the ratings and choice-based methods). These utility functions discussed so far are specified in terms of product attributes of the profiles can be labeled as “compensatory”; this means that the utility change in an increase in one attribute needs to be compensated by an appropriate change in other attributes to maintain the same level of utility. The actual magnitude of change in the other attribute(s) will depend on the values of the attribute coefficients of the utility function. As we have seen in the previous chapters, these utility functions are fundamental to infer the attribute weights and further analyses such as market simulations.