A Neural-embedded Choice Model: TasteNet-MNL Modeling Taste Heterogeneity with Flexibility and Interpretability

Discrete choice models (DCMs) and neural networks (NNs) can complement each other. We propose a neural network embedded choice model - TasteNet-MNL, to improve the flexibility in modeling taste heterogeneity while keeping model interpretability. The hybrid model consists of a TasteNet module: a feed-forward neural network that learns taste parameters as flexible functions of individual characteristics; and a choice module: a multinomial logit model (MNL) with manually specified utility. TasteNet and MNL are fully integrated and jointly estimated. By embedding a neural network into a DCM, we exploit a neural network's function approximation capacity to reduce specification bias. Through special structure and parameter constraints, we incorporate expert knowledge to regularize the neural network and maintain interpretability. On synthetic data, we show that TasteNet-MNL can recover the underlying non-linear utility function, and provide predictions and interpretations as accurate as the true model; while examples of logit or random coefficient logit models with misspecified utility functions result in large parameter bias and low predictability. In the case study of Swissmetro mode choice, TasteNet-MNL outperforms benchmarking MNLs' predictability; and discovers a wider spectrum of taste variations within the population, and higher values of time on average. This study takes an initial step towards developing a framework to combine theory-based and data-driven approaches for discrete choice modeling.