1. The method how the 5 values were measured and information on them is presented below.
1) Functional
a. The functional value is measured as a profile of product attributes related to pertinent functional, utilitarian, or physical benefits and problems. Functional value is important because it can help the company fix the problems or improve them. As it was done in our project, we said there are two segments people can be in.
b. People can either prefer UBER or other forms of transportation. The people who prefer UBER have a functional value on the weather, costs and time. Functional in UBER are the benefits and problems that people have. For example one of the problems that Ventra has is that people get double charged. When getting double charged the problem is is when people look at their credit or debit cards, and see that they are set to payment at the same time. Getting charged multiple times can make a person upset. Another problem that people tend to have is with customer service. When calling the number of the UBER support and trying to figure out why the card has been charged double at the time, they experience long waiting time, which gets people upset. It can be an hour or longer until a person gets to talk to a customer service representative. The benefit of UBER is it can be quick. Instead of waving a taxi on the street; UBER uses a tap and go method.
c. Questions regarding functionality for the consumer segments were the scale by which functional value was measured.

2) Social
a. Social value is measured on a profile of social imagery representing the association of choice alternative with specific demographic, socioeconomic and cultural-ethnic groups. Social is the stereotypes that people belong to. The demographic groups pertain to people in a central status. It’s more about their background and where they come from.
b. UBER customers belong to a certain social type that it is mostly composed of students or people who belong to the middle-lower class. It can be people who have families, who are young professionals that are new to the working force, and it can be students who don’t have a lot of money to take a taxi. The taxi is for people who need to go to a place quickly and are more likely to be middle-upper class; while people who use their car in the city tend to be people in the upper classes. When there exist stereotypes there are positive and negative sides of it. Talking about positive or negative side, depends on the person who it affects. A person could think that taking UBER is a negative, and feel this way because it can be that they don’t have a lot of money to ride a taxi to their place.
c. It is important to obtain information and have an insight within the certain targeted group, evaluate and learn about their interest, and get close to their lifestyle choices in order to measure the social value correctly. Social value scale was rich and busy people estimation from the customer segments.

3) Emotional
a. Emotional value is measured in a profile of personal feelings, representing the emotions aroused by choice alternatives. Some examples of emotional would be happy, excitement, sad, romance, and guilt. There can be any kind of emotion that a person can have in any situation.
b. In UBER people had a frustrated emotion because the customer worry about their credit card being stolen.
c. Each emotion that a person has, has a reason behind it. One minute a person can be happy then the next not. Emotions are linked to the situations. Questions regarding safety, comfort, understanding were used in order to evaluate emotional value.

4) Epistemic
a. Questionnaire items referring to curiosity and the perceived satisfaction of novelty measure epistemic value and knowledge needs. The reason that there is an epistemic could be that there is a new product out there. It arouses peoples curiosity on what the new product is and their desire try it out.
Not all epistemic values are new it

(1) Price (interest rate) risk is the risk of a decline in bond val...