Estimating WTP based on Attribute placement in a Customer preferences classification scheme (Kano)

I assume that a given level of classification (according to Kano; “basic”, “performance”, “excitement”) of an attribute, in this case programs, reflects its marginal value towards the overall value of an indivisible and overall outcome, in this case broadcast content (constituted by those programs).
If it holds true that the classification of an attribute as “excitement” is a foundation for differentiation, one would expect a comparably higher marginal value contribution than if that same attribute is only classified as “basic” or “performance”.
This is, as this study shows, definitely not the case.
An interpretative discussion of my study results will hopefully help me in further progressing this work.