ML may not be good at predicting consumers' choices, but multiple regression is. Multiple regression has been used for a long time for this. The side benefit i

ML may not be good at predicting consumers' choices, but multiple regression is. Multiple regression has been used for a long time for this. The side benefit is that it is mathematically repeatable while also being tweakable with variable inclusion or exclusion. https://scholar.google.com/scholar?q=%22multiple+regression%22+consumer+choice https://scholar.google.com/scholar?q=%22multiple+regression%...