“…This literature is split between additive random utility models (ARUMs hereafter) and non-additive random utility models (NARUMs hereafter). See e.g., Berry (1994), Berry, Levinsohn, and Pakes (1995), Esteban and Shum (2007), and Song (2007) on ARUMs, and Cohen and Einav (2007), Apesteguia and Ballester (2014), Kristensen, Nesheim, and de Paula (2015) on NARUMs. 7…”