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Original Articles

A Heterogeneous Conditional Logit Model of Choice

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Pages 391-398 | Published online: 02 Jul 2012
 

Abstract

Aggregate forecasts using McFadden's conditional logit model of discrete choice harbor the unrealistic implicit assumption of a random-utility distribution that is homogeneous across both alternatives and individuals. This article relaxes that assumption. A choice model is developed that describes the random-utility component as a probability-mixture model. Some numerical results illustrate that the derived model is not constrained by the independence-of-irrelevant-alternatives property. An experimental test of visual perceptions demonstrates the potential superiority of the model.

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