the HB utility estimation procedure uses a MNL model for the customers´ choice behavior.

In this regard, I need to know how rational (consistent to utility maximizing behavior) the customers behaved. I understood that this can be derived from the Beta values, because the MNL works either similar to a first choice model (high betas) or to a random choice model (low betas).

Thus, where do I find the beta values and is there a benchmark for "rather rational" behavior in contrast to a beta of 0 (random choice)?

Is there a possibility to use a first choice model during the utility estimation procedure?

Thank you so much for your thoughts!

Regards,

Uwe

thanks very much for the quick reply.

Is there a paper I can quote on the assumption of utility maximization (plus the error term) immanent in the MNL? That would be very helpful.

Do I get it right, that a RLH close to 1 is considered to indicate deterministic behavior and close to 0 random choice behavior?