Exercise

# Computing willingness-to-pay

Let's compute the willingness-to-pay for brands and types of chocolate. Willingness-to-pay is the value (in currency) that will make one product equally attractive as another product. In other words, it is the amount customers are "willing to pay" for a particular brand or type of chocolate.

Instructions

**100 XP**

- Extract the coefficients from
`choc_m2`

using`coef()`

. - In the same line of code, divide the coefficient vector by the
*negative*of the price coefficient. The`price`

coefficient is 9th element of the coefficient vector.