Introduction

We have seen: Proba to select an alternative $A$

$$P_A \propto e^{V_A} \ ,$$ (29.1)

where $V_A$ utility of option $A$.

Today: Some formal background.

Get intuition where functional form $e^{V_A}$ comes from and how other plausible forms can be obtained.

Learn to interpret coefficient tables ($\leadsto$ Axhausen).

Understand how the coefficients are obtained.

Note: Marketing (``toothpaste A or toothpaste B'') uses exactly the same technology.