THRESHOLDS AND TRANSITIVITY IN STOCHASTIC CONSUMER CHOICE: A MULTINOMIAL LOGIT ANALYSIS.

Abstract

This study provides an extension and application of the theory to situations where the decision maker is confronted with more than two alternatives. In such situations thresholds can lead to systematic and predictable intransitivity of indifference, violating a basic postulate of utility theory. Explicit probabilities of transitive and intransitive choices are derived within the framework of the multinomial logit model and the stochastic consumer theory associated with this model. The empirical applicability and managerial usefulness of the proposed theory is illustrated using a transportation example with three alternatives. The data employed reflect actual travellers' use of interurban transport modes in Greece. Parameters are estimated by a maximum-likelihood technique, based on a gradient search method. The results support the existence of thresholds. The application has important policy implications.