A Method to Estimate Discrete Choice Models that is Robust to Consumer Search
Abstract
We state conditions under which choice data suffices to identify preferences when consumersmay not be fully informed about attributes of goods. Our approach can be used to test for full
information, to forecast how consumers will respond to information, and to conduct welfare analysis
when consumers are imperfectly informed. In a lab experiment, we successfully forecast the response
to new information when consumers engage in costly search. In data from Expedia, our method
identifies which attribute was not immediately visible to consumers in search results, and we then
use the model to compute the value of additional information.