Can you ever be certain? Reducing hypothetical bias in stated choice experiments via respondent reported choice certainty

Stated choice experiments are a preeminent method for researchers and practitioners who seek to examine the behavior of consumers. However, the extent to which these experiments can replicate real markets continues to be debated in the literature, with particular reference to the potential for biased estimates as a result of the hypothetical nature of such experiments. In this paper, a first in the transportation literature, we compare stated choice responses to revealed preference behavior and examine three methods proposed in the literature for calibrating choice experiments via reported choice certainty. In doing so we provide evidence that the incorrect calibration of responses can produce stated choice results that are more biased than doing nothing at all, however we show that by jointly estimating choice and choice certainty there is a significant reduction in hypothetical bias such that stated choice responses more directly replicate real behavior.     

Modeling commuting mode choice jointly with work start time and work duration

This paper presents a joint trivariate discrete-continuous-continuous model for commuters’ mode choice, work start time and work duration. The model is designed to capture correlations among random components influencing these decisions. For empirical investigation, the model is estimated using a data set collected in the Greater Toronto Area (GTA) in 2001. Considering the fact that work duration involves medium- to long-term decision making compared to short-term activity scheduling decisions, work duration is considered endogenous to work start time decisions. The empirical model reveals many behavioral details of commuters’ mode choice, work start time and duration decisions. The primary objective of the model is to predict workers’ work schedules according to mode choice, which is considered a skeletal activity schedule in activity-based travel demand models. However, the empirical model reveals many behavioral details of workers’ mode choices and work scheduling. Independent application of the model for travel demand management policy evaluations is also promising, as it provides better value in terms of travel time estimates.     

Residential mobility and location choice: a nested logit model with sampling of alternatives

Residential mobility and relocation choice are essential parts of integrated transportation and land use models. These decision processes have been examined and modeled individually to a great extent but there remain gaps in the literature on the underlying behaviors that connect them. Households may partly base their decision to move from or stay at a current location on the price and quality of the available alternatives. Conversely, households that are on the market for a new location may evaluate housing choices relative to their previous residence. How and the degree to which these decisions relate to each other are, however, not completely understood. This research is intended to contribute to the body of empirical evidence that will help answer these questions. It is hypothesized that residential mobility and location choice are related household decisions that can be modeled together using a two-tier hierarchical structure. This paper presents a novel nested logit (NL) model with sampling of alternatives and a proposed procedure for sampling bias correction. The model was estimated using full-information maximum likelihood estimation methods. The results confirm the applicability of this NL model and support similar findings from other empirical studies in the residential mobility and location choice literature.     

Park-and-ride lot choice model using random utility maximization and random regret minimization

This research aims to understand the park-and-ride (PNR) lot choice behaviour of users i.e., why PNR user choose one PNR lot versus another. Multinomial logit models are developed, the first based on the random utility maximization (RUM) concept where users are assumed to choose alternatives that have maximum utility, and the second based on the random regret minimization (RRM) concept where users are assumed to make decisions such that they minimize the regret in comparison to other foregone alternatives. A PNR trip is completed in two networks, the auto network and the transit network. The travel time of users for both the auto network and the transit network are used to create variables in the model. For the auto network, travel time is obtained using information from the strategic transport network using EMME/4 software, whereas travel time for the transit network is calculated using Google’s general transit feed specification data using a backward time-dependent shortest path algorithm. The involvement of two different networks in a PNR trip causes a trade-off relation within the PNR lot choice mechanism, and it is anticipated that an RRM model that captures this compromise effect may outperform typical RUM models. We use two forms of RRM models; the classical RRM and µRRM. Our results not only confirm a decade-old understanding that the RRM model may be an alternative concept to model transport choices, but also strengthen this understanding by exploring differences between two models in terms of model fit and out-of-sample predictive abilities. Further, our work is one of the few that estimates an RRM model on revealed preference data.

     

A mixed logit model for predicting exit choice during building evacuations

Knowledge on human behaviour in emergency is crucial to increase the safety of buildings and transportation systems. Decision making during evacuations implies different choices, of which one of the most important concerns is the escape route. The choice of a route may involve local decisions on alternative exits from an enclosed environment. This study investigates the effect of environmental (presence of smoke, emergency lighting and distance of exit) and social factors (interaction with evacuees close to the exits and with those near the decision-maker) on local exit choice. This goal is pursued using an online stated preference survey carried out making use of non-immersive virtual reality. A sample of 1503 participants is obtained and a mixed logit model is calibrated using these data. The model shows that the presence of smoke, emergency lighting, distance of exit, number of evacuees near the exits and the decision-maker and flow of evacuees through the exits significantly affect local exit choice. Moreover, the model indicates that decision making is affected by a high degree of behavioural uncertainty. Our findings support the improvement of evacuation models and the accuracy of their results, which can assist in designing and managing building and transportation systems. The main aim of this study is to enrich the understanding of how local exit choices are made and how behavioural uncertainty affects these choices.     

Embedding risk attitude and decision weights in non-linear logit to accommodate time variability in the value of expected travel time savings

In recent years we have seen important extensions of logit models in behavioural research such as incorporation of preference and scale heterogeneity, attribute processing heuristics, and estimation of willingness to pay (WTP) in WTP space. With rare exception, however, a non-linear treatment of the parameter set to allow for behavioural reality, such as embedded risk attitude and perceptual conditioning of occurrence probabilities attached to specific attributes, is absent. This is especially relevant to the recent focus in travel behaviour research on identifying the willingness to pay for reduced travel time variability, which is the source of estimates of the value of trip reliability that has been shown to take on an increasingly important role in project appraisal. This paper incorporates, in a generalised non-linear (in parameters) logit model, alternative functional forms for perceptual conditioning (known as probability weighting) and risk attitude in the utility function to account for travel time variability, and then derives an empirical estimate of the willingness to pay for trip time variability-embedded travel time savings as an alternative to separate estimates of time savings and trip time reliability. We illustrate the richness of the approach using a stated choice data set for commuter choice between unlabelled attribute packages. Statistically significant risk attitude parameters and parameters underlying decision weights are estimated for multinomial logit and mixed multinomial logit models, along with values of expected travel time savings.     

A behavioral housing search model: Two-stage hazard-based and multinomial logit approach to choice-set formation and location selection

Residential location search has become an important topic to both practitioners and researchers as more detailed and disaggregate land-use and transportation demand models are developed which require information on individual household location decisions. The housing search process starts with an alternative formation and screening stage. At this level households evaluate all potential alternatives based on their lifestyle, preferences, and utilities to form a manageable choice set with a limited number of plausible alternatives. Then the final residential location is selected among these alternatives. This two-stage decision making process can be used for both aggregate zone-level selection as well as searching disaggregate parcel or building-based housing markets for potential dwellings. In this paper a zonal level household housing search model is developed. Initially, a household specific choice set is drawn from the entire possible alternatives in the area based on the average household work distance to each alternative. Following the choice set formation step, a discrete choice model is utilized for modeling the final residential zone selection of the household. A hazard-based model is used for the choice set formation module while the final choice selection is modeled using a multinomial logit formulation with a deterministic sample correction factor. The approach presented in the paper provides a remedy for the large choice set problem typically faced in housing search models.     

Validating the results of a route choice simulator

This paper describes the validation of a route choice simulator known as VLADIMIR (Variable Legend Assessment Device for Interactive Measurement of Individual Route choice). VLADIMIR is an interactive computer-based tool designed to study drivers’ route choice behaviour. It has been extensively used to obtain data on route choice in the presence of information sources such as Variable Message Signs or In-Car Navigation devices. The simulator uses a sequence of digitized photographs to portray a real network with junctions, links, landmarks and road signs. Subject drivers are invited to make journeys between specified origins and destinations under a range of travel scenarios, during which the simulator automatically records their route choices. This paper describes validation experiments carried out during the period Summer 1994 to Autumn 1995 and reports on the results obtained. Each experiment involved a comparison of routes selected in real life with those driven under simulated conditions in VLADIMIR. The analysis included investigation of the subjects’ own assessment of the realism of the VLADIMIR routes they had chosen, a comparison of models based on the real life routes with models based on VLADIMIR routes, and a statistical comparison of the two sets of routes. After an extensive series of data collection exercises and analyses, we have concluded that a well designed simulator is able to replicate real life route choices with a very high degree of detail and accuracy. Not only was VLADIMIR able to precisely replicate the route choices of drivers who were familiar with the network but it also appears capable of representing the kind of errors made and route choice strategies adopted by less familiar drivers. Furthermore, evidence is presented to suggest that it can accurately replicate route choice responses to roadside VMS information.     

Latent temporal preferences: An application to airline travel

An essential element of demand modeling in the airline industry is the representation of time of day demand—the demand for a given itinerary as a function of its departure or arrival times. It is an important datum that drives successful scheduling and fleet decisions. There are two key components to this problem: the distribution of the time of day demand and how preferred travel time influences itinerary choice. This paper focuses on estimating the time of day distribution. Our objective is to estimate it in a manner that is not confounded with air travel supply; is a function of the characteristics of the traveler, the trip, and the market; and accounts for potential measurement errors in self-reported travel time preferences. We employ a stated preference dataset collected by intercepting people who were booking continental US trips via an internet booking service. Respondents reported preferred travel times as well as choices from a hypothetical set of itineraries. We parameterize the time of day distribution as a mixture of normal distributions (due to the strong peaking nature of travel time preferences) and allow the mixing function to vary by individual characteristics and trip attributes. We estimate the time of day distribution and the itinerary choice model jointly in a manner that accounts for measurement error in the self-reported travel time preferences. We find that the mixture of normal distributions fits the time of day distribution well and is behaviorally intuitive. The strongest covariates of travel time preferences are party size and time zone change. The methodology employed to treat self-reported travel time preferences as potentially having error contributes to the broader transportation time of day demand literature, which either assumes that the desired travel times are known with certainty or that they are unknown. We find that the error in self-reported travel time preferences is statistically significant and impacts the inferred time of day demand distribution.     

Prospect Theory for joint time and money consequences in risk and ambiguity

Transport users face complex decisions. Not only are the consequences of their choices uncertain, but they generally involve several attributes, such as time and money. Time-money tradeoffs have been studied in depth in transport economics, and research is now paying increasing attention to the role of uncertainty and information in transport decisions. This paper aims to measure the impact of uncertainty and information on multi-attribute decisions using Prospect Theory. In doing so, the study makes two contributions to transportation literature: one methodological and the other empirical. First, we propose a fast and tractable method for measuring Prospect Theory parameters that capture attitudes towards probabilities (probability weighting function) and attitudes towards losses (loss aversion). The elicitation method does not require the elicitation of the utility function. This makes it particularly suitable in complex multi-attribute decisions where the shape of the utility function is unknown. Second, we present the results of an experiment that uses the proposed method to measure, at the individual level, probability weighting in decisions involving joint time and money consequences in two decision contexts: risk (where probabilities are given) and ambiguity (where the probability distribution is unknown). An experimental setup that exposes subjects to real gains and losses for money and time has been built for this purpose. We observe inverse S-shaped probability weighting and loss aversion for risk. Probability weighting is even more pronounced in ambiguity, where subjects do not have precise information about the probability distribution. We explain how these results and the analysis of ambiguity attitudes in general can offer a better understanding of travelers’ route or transport mode choices.     

Using demand elasticities from disaggregate mode choice models

Three of the most highly regarded disaggregate mode split models incorporate very different estimates of the responsiveness, or elasticity, of mode choice to changes in auto travel times and costs. These differences appear to be due in part to the varying specifications used by the model, and particularly whether certain variables (such as a dummy variable for CBD destinations or automobile ownership) are included in addition to the more traditional variables (such as travel time, cost, and household income). More research is needed on the implications of the theory of traveler choices for model specification and the effect of alternative, but theoretically justifiable, specifications on elasticity estimates. Until this research reduces our uncertainty about the elasticity of demand, analysts evaluating transportation policies should assess the sensitivity of their results to the range of plausible elasticities or models.     

Interactive stated choice surveys: a study of air travel behaviour

Stated preference (SP) experiments are becoming an increasingly popular survey methodology for investigating travel behaviour. Nevertheless, some evidence suggests that SP experiments do not mirror decisions in real markets. With an increasing number of real world decisions made using the internet, an opportunity exists to improve the realism of the SP counterparts of such choices by aligning the choice environment with such online portals. In this paper, we illustrate the benefits of such an approach in the context of air travel surveys. Our survey is modelled on the interface and functionality of an online travel agent (OTA). As with a real OTA, many ticket options are presented. Sort tools allow the options to be reordered, search tools allow options to be removed from consideration, and a further tool allows attributes to be hidden and shown. Extensive use of these tools is made by the 462 respondents. A traditional SP component was also completed by the respondents. Our exploratory analysis as well as random utility model estimation results confirm not only that respondents seem to engage more actively with the interactive survey, but also that the resulting data allows for better performance in model estimation compared to a more conventional SP experiment. These results have implications for the study of other complex travel choices where interactive surveys may similarly be preferable to standard approaches.     

The influences of past and present residential locations on vehicle ownership decisions

This study explores the relationship between historical exposure to the built environment and current vehicle ownership patterns. The influence of past exposure to the built environment on current vehicle ownership decisions may be causal, but there are alternative explanations. Households may primarily select to live in neighborhoods that facilitate their vehicle ownership preferences, or they may retain preferences that they have developed in the past, irrespective of their current situations. This study seeks to control for these alternative explanations by including the built environment attributes of households’ past residences as an influence on vehicle ownership choices. We use a dataset from a credit reporting firm that contains up to nine previous residential ZIP codes for households currently living in the 13-county Atlanta, Georgia, metropolitan area. Results show that past location is significant, but of marginal influence relative to the attributes of the current location. From a practical perspective, our results suggest that models that include current but not past neighborhood attributes (also controlling for standard socioeconomic variables) can forecast vehicle ownership decisions reasonably well. However, models that include both current and past neighborhood attributes can provide a more nuanced understanding of the built environment’s potentially causal influences on vehicle ownership decisions. This better understanding may provide more realistic forecasts of responses to densification or other travel demand management strategies.     

A non-compensatory model of transportation behavior based on sequential consideration of attributes

The proposed model of travel choice behavior is based upon an assumption that individuals compare their choice alternatives on a series of attributes ordered in terms of importance; they eliminate from consideration those alternatives which do not meet their expectation on one or more of the characteristics. The process is repeated with adjusted levels of expectation until only one alternative remains. The model thus incorporates a number of psychological decision axioms which have seldom been applied in models aimed at providing transportation planners with useful information from consumer survey data.Estimates of parameters defining distributions of expectation levels in a population of travelers are generated using a nonlinear optimization technique. The technique is demonstrated to provide estimates which replicate well the choices of travelers in two different contexts: choice of hypothetical concepts of small urban vehicles and choice of destination for shopping trips within an urban area.     

Accounting for stochastic variables in discrete choice models

The estimation of discrete choice models requires measuring the attributes describing the alternatives within each individual’s choice set. Even though some attributes are intrinsically stochastic (e.g. travel times) or are subject to non-negligible measurement errors (e.g. waiting times), they are usually assumed fixed and deterministic. Indeed, even an accurate measurement can be biased as it might differ from the original (experienced) value perceived by the individual.Experimental evidence suggests that discrepancies between the values measured by the modeller and experienced by the individuals can lead to incorrect parameter estimates. On the other hand, there is an important trade-off between data quality and collection costs. This paper explores the inclusion of stochastic variables in discrete choice models through an econometric analysis that allows identifying the most suitable specifications. Various model specifications were experimentally tested using synthetic data; comparisons included tests for unbiased parameter estimation and computation of marginal rates of substitution. Model specifications were also tested using a real case databank featuring two travel time measurements, associated with different levels of accuracy.Results show that in most cases an error components model can effectively deal with stochastic variables. A random coefficients model can only effectively deal with stochastic variables when their randomness is directly proportional to the value of the attribute. Another interesting result is the presence of confounding effects that are very difficult, if not impossible, to isolate when more flexible models are used to capture stochastic variations. Due the presence of confounding effects when estimating flexible models, the estimated parameters should be carefully analysed to avoid misinterpretations. Also, as in previous misspecification tests reported in the literature, the Multinomial Logit model proves to be quite robust for estimating marginal rates of substitution, especially when models are estimated with large samples.     

Misclassification in travel surveys and implications to choice modeling: application to household auto ownership decisions

Travel surveys that elicit responses to questions regarding daily activity and travel choices form the basis for most of the transportation planning and policy analysis. The response variables collected in these surveys are prone to errors leading to mismeasurement or misclassification. Standard modeling methods that ignore these errors while modeling travel choices can lead to biased parameter estimates. In this study, methods available in the econometrics literature were used to quantify and assess the impact of misclassification errors in auto ownership choice data. The results uncovered significant misclassification rates ranging from 1 to 40% for different auto ownership alternatives. Also, the results from latent class models provide evidence for variation in misclassification probabilities across different population segments. Models that ignore misclassification were not only found to have lower statistical fit but also significantly different elasticity effects for choice alternatives with high misclassification probabilities. The methods developed in this study can be extended to analyze misclassification in several response variables (e.g., mode choice, activity purpose, trip/tour frequency, and mileage) that constitute the core of advanced travel demand models including tour and activity-based models.

     

A non-compensatory choice model incorporating attribute cutoffs

This research proposes an extension to the traditional compensatory utility maximization framework which has guided most theoretical and statistical work in choice modeling applications, including those in transportation demand estimation work. Attribute cutoffs are incorporated into the decision problem formulation; it is then argued on extant empirical evidence that individuals may view these constraints as “soft”. This leads to the formulation of a penalized utility function that allows for constraint violation, but at a cost to the overall evaluation of the good. The proposed model is able to represent fully compensatory, conjunctive and disjunctive choice strategies, as well as combinations thereof. The properties of the proposed theoretical model are examined and discussed. From the theoretical framework, statistical models of choice behavior are easily derived; in their simplest forms, these models can be estimated using existing software. A Stated Preference choice experiment is analyzed using the proposed model, which is found to be highly consistent with observed choices and superior to a structural two-stage choice set formation model.     

Cognitive cost in route choice with real-time information: An exploratory analysis

Real-time traffic information is increasingly available to support route choice decisions by reducing the travel time uncertainty. However it is likely that a traveler cannot assess all available information on all alternative routes due to time constraints and limited cognitive capacity. This paper presents a model that is consistent with a general network topology and can potentially be estimated based on revealed preference data. It explicitly takes into account the information acquisition and the subsequent path choice. The decision to acquire information is assumed to be based on the cognitive cost involved in the search and the expected benefit defined as the expected increase in utility after the search. A latent class model is proposed, where the decision to search or not to search and the depth of the search are latent and only the final path choices are observed. A synthetic data set is used for the purpose of validation and ease of illustration. The data are generated from the postulated cognitive-cost model, and estimation results show that the true values of the parameters can be recovered with enough variability in the data. Two other models with simplifying assumptions of no information and full information are also estimated with the same set of data with significantly biased path choice utility parameters. Prediction results show that a smaller cognitive cost encourages information search on risky and fast routes and thus higher shares on those routes. As a result, the expected average travel time decreases and the variability increases. The no-information and full-information models are extreme cases of the more general cognitive-cost model in some cases, but not generally so, and thus the increasing ease of information acquisition does not necessarily warrant a full-information model.     

Inferring attribute non-attendance from stated choice data: implications for willingness to pay estimates and a warning for stated choice experiment design

There is a growing interest in traveller behaviour research to explore alternative information processing strategies (often referred to as heuristics or rules) adopted by individuals when assessing packages of attributes describing alternatives in a choice set, and making a choice. One popular attribute processing rule relates to attributes not being considered (i.e., being ignored), for all manner of reasons, referred to in the small but growing literature as attribute non-attendance or non-preservation. Researchers have used a mixture of methods to study the role of attribute non-attendance, including supplementary questions on whether each attribute is ignored or not, and methods in which the functional form of the utility expressions defining an alternative can recognise the possibility, up to a probability, of an attribute being ignored. Although supplementary questions are worthy of further consideration, despite the controversy as to the reliability of the response, recent interest has focused on ways to establish the incidence of attribute non-attendance without recourse to such evidence. In this paper we use an existing data set of choice amongst four attributes describing alternative car non-commuting trips, to illustrate the proposed method, and to compare values of travel time savings under each possible combination of non-attendance attributes relative to a model in which all attributes are assumed to be fully attended to. The paper reveals a major concern with the way that attribute levels and ranges are selected in the design of choice experiments, which can induce non-attendance situations where willingness to pay estimates cannot be obtained.