根据文献[20]，假设所有的潜在消费者对新产品的购买决策是风险厌恶的，

According to the literature [20], assuming that all potential customers for the new product purchase decisions are risk averse, while the degree of risk aversion for each consumer is different, there is a linear relationship between the utility and the consumer price, literature [13, 40] using the exponential form of a utility function of each information unit of information assumed to contain only one, available under the utility function U about product price and properties of two new attributes are:

"According to the literature, assuming that all potential consumers are risk-averse in their decision to buy new products, and that each consumer is at different risk-averse, there is a linear relationship between the consumer's utility and price, and the literature uses an exponential utility function, with each information unit assuming that it contains only one piece of information," the literature. The utility function U is available under both the new product price and performance attributes U is:

According to literature [20], it is assumed that all potential consumers' purchase decisions on new products are risk averse, at the same time, each consumer's degree of risk aversion is different, and there is a linear relationship between consumers' utility and price, 40] the utility function in the form of index is adopted, each information unit is assumed to contain only one piece of information, and the utility function u under the two attributes of new product price and performance can be obtained as follows: