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In attitudinal studies safety often appears as an important attribute desired by consumers when buying a new car (Ben-Akiva and Lerman, 1985). However, economic models of vehicle choice usually neglect the role of safety. On the one hand, to capture the qualitative nature of safety and variables related to safety one should consider safety as an underlying construct in a context of latent variable models. The problem is that psychometric models that make use of latent variables do not necessarily provide a complete understanding of agent behavior and may lead to poor predictive power. On the other hand, discrete choice models – although a powerful tool to explain decision making based on utility maximization behavior – fail to include qualitative factors as explanatory variables of the decision process. In this paper, we explore how to model safety through a new generation of discrete choice models which …