Practitioners of outdoor sports, such as rock-climbers, are likely to exhibit preference heterogeneity that depends on the 'keenness' with which such sports are practiced. Such an intuition is born out in at least one study using latent class discrete choice modelling (Provencher et al. 2002)....

We compare two approaches for estimating the distribution of consumers' willingness to pay (WTP) in discrete choice models. The usual procedure is to estimate the distribution of the utility coefficients and then derive the distribution of WTP, which is the ratio of coefficients. The alternative...