  Conventional methods of estimating latent behaviour generally use attitudinal
questions which are subjective and these survey questions may not always be
available. We hypothesize that an alternative approach can be used for latent
variable estimation through an undirected graphical models. For instance,
non-parametric artificial neural networks. In this study, we explore the use of
generative non-parametric modelling methods to estimate latent variables from
prior choice distribution without the conventional use of measurement
indicators. A restricted Boltzmann machine is used to represent latent
behaviour factors by analyzing the relationship information between the
observed choices and explanatory variables. The algorithm is adapted for latent
behaviour analysis in discrete choice scenario and we use a graphical approach
to evaluate and understand the semantic meaning from estimated parameter vector
values. We illustrate our methodology on a financial instrument choice dataset
and perform statistical analysis on parameter sensitivity and stability. Our
findings show that through non-parametric statistical tests, we can extract
useful latent information on the behaviour of latent constructs through machine
learning methods and present strong and significant influence on the choice
process. Furthermore, our modelling framework shows robustness in input
variability through sampling and validation.
