This Study is focused on the structural heterogeneity of perception. We adopt LISREL type model to calibrate perception structure and use the actual choice as the indicator of the heterogeneity. First, we segmented the population by actual choice. Next we modeled cognitive dissonance effect introducing the choice indicator into the measurement equation. The inertia effect is also tested by introducing the choice indicator into structural equation. In the case study of choice modeling with latent variables, the inertia effect model improve the fit measure more than the other model.