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A method for making value tradeoff decisions between fuel economy and acceleration performance is demonstrated. Attribute value as defined by the S-Model Theory of Quality [1,2] is measured for the attributes of fuel economy and acceleration performance through a vehicle driving clinic. Willingness-to-pay values are found for the attributes at several different levels. The willingness-to-pay values are then used to refine the empirical and economic value curves previously determined for those attributes.

A methodology is described for estimating the changes in value of an automobile as a function of changes in its leg room, head room, and shoulder room for passengers in the front and rear seats. Value curves are computed as a function of these dimensions based upon the distribution of the sizes of men and women and upon the stated willingness to pay for extra roominess given by respondents in a survey.