I have a question regarding my CBC-Analysis and the calculation of the WTP. I used three attributes in my design, one of them is the price. Each attribute has 3 characteristics. I have already done a HB-Estimation with the price as linear-coded. Now I would like to know, how much money people are willing to pay for one of the attributes. Is it correct, if I devide the Part-Worth from this characteristic through the value I have got for the price and multiply it with (-1) ?