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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.
Steckel et al. (Fri,) studied this question.