# IEEE Technology and Society Magazine - December 2015 - 79

```separate Cloud services will they provide information
concerning respondents' preferences. Taking the exponent to the total utility of Cloud A and dividing it by the
exponent of the total utility of Cloud A and Cloud B, provides the probability that respondents will chose Cloud
A when given the choice between Cloud A and Cloud B.
This is represented in the following formula:

per year, has a CPA checking the reliability, and makes
the information publicly available (Total Utility = -2.09)
would give:
P(A|A&B) = exp(-1.17) / (exp(-1.17) + exp( -2.09))
P(A|A&B) = 71.5%
and

P (A| A & B) = exp(TU Cloud A) / (exp(TU Cloud A) +
exp(TU Cloud B)
For example, if we assume that a respondent had to
choose between the previously described Cloud A and
Cloud B, which provides low transparency, costs 1 euro

P(B|A&B) = exp(-2.09) / (exp(-1.17) + exp(-2.09))
P(B|A&B) = 28.5%
This shows that 71.5% of respondents would have
preferred Cloud A over Cloud B. In Table 2 we have

Table 2. Choice Tasks Used
Choice set

Transparency

Costs

Reliability

Audience

1
1
2
2
3
3
4
4
5
5
6
6
7
7
8
8
9
9
10
10
11
11
12
12
C1
C1
C2
C2

low
Medium
Medium
High
High
Medium
low
High
High
Medium
low
High
Medium
High
low
Medium
low
Medium
Medium
low
low
Medium
Medium
High
Medium
High
Medium
low

60
30
30
0
30
60
0
60
30
0
30
60
60
30
0
30
0
60
0
60
30
0
30
60
30
0
0
60

CPa
CP
Ia
CP
CP
Ia
CPa
Ia
CPa
Ia
Ia
CPa
CPa
CP
CP
CPa
CPa
CP
CPa
Ia
Ia
CP
CP
Ia
CP
Ia
Ia
CPa

Only you
Publicly
Only you
Publicly
Only you
Publicly
Only you
Only you
Only you
Publicly
Only you
Publicly
Only you
Publicly
Only you
Publicly
Publicly
Only you
Publicly
Only you
Publicly
Only you
Only you
Publicly
Only you
Only you
Only you
Publicly

Predicted

Actual

Probability

Probability

50.00%
50.00%
73.11%
26.89%
73.11%
26.89%
26.89%
73.11%
50.00%
50.00%
73.11%
26.89%
50.00%
50.00%
50.00%
50.00%
73.11%
26.89%
73.11%
26.89%
26.89%
73.11%
26.89%
73.11%
1.80%
98.20%
99.33%
0.67%

10.07%
89.93%
20.26%
79.74%
88.39%
11.61%
72.31%
27.69%
26.11%
73.89%
67.92%
32.08%
13.59%
86.41%
72.11%
27.89%
73.89%
26.11%
95.85%
4.15%
8.55%
91.45%
69.21%
30.79%
7.45%
92.55%
99.15%
0.85%

Note. Predicted probability concerns probability respondents' choice if the utility of all attributes and levels are assumed equal. actual
probability concerns probability respondents' choice calculated from obtained utilities from the survey.
C1 and C2 are control tasks.

December 2015

∕

IEEE Technology and Society Magazine

79

```

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