Luce's Model of Choice

Luce's Model of Choice explains how people select among options based on how likely they are to choose each one. It assumes that each option has a certain "preference strength," and the probability of picking an option depends on its strength relative to all other options. The model suggests that choices are proportionally influenced by these strengths, meaning an option with a higher preference is more likely to be chosen, but other options still retain a chance. This approach helps predict decision-making behavior systematically, especially when multiple alternatives are available, by estimating the likelihood of selecting each option.