Abstract
For decades, Discrete Choice Models (DCMs) have been used to describe, understand and predict human choice behaviour in a wide variety of contexts including transportation, healthcare and marketing. The field of discrete choice modelling is firmly rooted in economic theory, and most DCMs are based on the assumption that decision-makers, when asked to select an alternative among a set of presented alternatives, make deliberate trade-offs by employing a stable function to assign utility to each alternative, and then select the alternative with thehighest utility. (Author/publisher)