Random Utility Models with Skewed Random Components: the Smallest versus Largest Extreme Value Distribution

Abstract

At the core of most random utility models (RUMs) is an individual agent with a random utility component following a largest extreme value Type I (LEVI) distribution. What if, instead, the random component follows its mirror image -- the smallest extreme value Type I (SEVI) distribution? Differences between these specifications, closely tied to the random component's skewness, can be quite profound. For the same preference parameters, the two RUMs, equivalent with only two choice alternatives, diverge progressively as the number of alternatives increases, resulting in substantially different estimates and predictions for key measures, such as elasticities and market shares. The LEVI model imposes the well-known independence-of-irrelevant-alternatives property, while SEVI does not. Instead, the SEVI choice probability for a particular option involves enumerating all subsets that contain this option. The SEVI model, though more complex to estimate, is shown to have computationally tractable closed-form choice probabilities. Much of the paper delves into explicating the properties of the SEVI model and exploring implications of the random component's skewness. Conceptually, the difference between the LEVI and SEVI models centers on whether information, known only to the agent, is more likely to increase or decrease the systematic utility parameterized using observed attributes. LEVI does the former; SEVI the latter. An immediate implication is that if choice is characterized by SEVI random components, then the observed choice is more likely to correspond to the systematic-utility-maximizing choice than if characterized by LEVI. Examining standard empirical examples from different applied areas, we find that the SEVI model outperforms the LEVI model, suggesting the relevance of its inclusion in applied researchers' toolkits.