COMPARING ALTERNATIVE MODELS OF HETEROGENEITY IN CONSUMER CHOICE BEHAVIOR
消费者选择行为异质性的替代模型比较
SUMMARY When modeling demand for differentiated products, it is vital to adequately capture consumer taste heterogeneity, But there is no clearly preferred approach. Here, we compare the performance of six alternative models. Currently, the most popular are mixed logit (MIXL), particularly the version with normal mixing (N‐MIXL), and latent class (LC), which assumes discrete consumer types. Recently, several alternative models have been developed. The 'generalized…