Analyzing loss aversion and diminishing sensitivity in a freight transport stated choice experiment

Choice behaviour might be determined by asymmetric preferences whether the consumers are faced with gains or losses. This paper investigates loss aversion and diminishing sensitivity, and analyzes their implications on willingness to pay and willingness to accept measures in a reference pivoted choice experiment in a freight transport framework. The results suggest a significant model fit improvement when preferences are treated as asymmetric, proving both loss aversion and diminishing sensitivity. The implications on willingness to pay and willingness to accept indicators are particular relevant showing a remarkable difference between symmetric and asymmetric model specifications. Not accounting for loss aversion and diminishing sensitivity, when present, produces misleading results and might affect significantly the policy decisions.     

Revisiting reference point formation,gains–losses asymmetry and non-linear sensitivities with an emphasis on attribute specific treatment

In contrast with expected utility theory, empirical findings indicate that decision-makers are sensitive to departures from reference points rather than states. Several tests of the reference-dependent preference framework have been carried out in experimental economics, and to a smaller extent in a choice modelling setting, to date. However, these empirical applications have generally focussed on a single behavioural phenomenon using uniform modelling approaches. This paper aims to broaden existing work by presenting a multi-attribute framework, allowing contemporarily for gains–losses asymmetry, non-linearity and testing for several possible reference points. The framework is applied in the context of commuter choices and reveals important gains in model fit and further insights into behaviour compared to standard modelling approaches. Of particular relevance for future research is the functional form of fare sensitivity that varies significantly with the reference point used.     

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.     

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.     

Value of time – A citizen perspective

The dominant empirical approach to infer Value of Time is based on experiments in which respondents are typically asked to make hypothetical travel choices as if they were paying travel costs from their own budget, in exchange for personal travel time gains. However, many scholars have argued that such travel choice decisions of individuals in their role of consumer of mobility are likely to be a poor proxy of how they in their role of citizen believe government should spend tax money to generate travel time gains for large numbers of travelers. So far, this possible deviation between what we call ‘consumer VoT’ and ‘citizen VoT’ has not been studied empirically. In this paper, we fill this gap, by designing a Stated Choice experiment with eight different frames; some representing a typical consumer choice situation, others gradually approaching a citizen perspective. We find that individuals’ willingness to pay from previously collected tax money for travel time gains created by a government policy, is significantly higher than their willingness to pay, from their after tax income, for time gains obtained by choosing a different route. This result implies that citizen VoT is higher than consumer VoT. This difference does not stem from a stronger willingness to spend previously collected tax money compared to spending one’s own income, but from a difference in the value attached to travel gains: a travel time gain resulting from government action is valued more than the same travel time gain obtained by one’s own route choices. This and a range of other empirical results are discussed in depth, in light of the conceptual differences between preferences of individuals in a role of consumer or citizen.     

Design and development of a stated choice experiment for interdependent agents: accounting for interactions between buyers and sellers of urban freight services

Stated choice experiments have proven to be a powerful tool in eliciting preferences across a broad range of choice settings. This paper outlines the elements of a group-based experiment designed for interdependent urban freight stakeholders, along with the procedure to administer the questionnaire sequentially. The focus is on the design of a computer-assisted personal survey instrument and the value in disseminating the details of a new approach to design and collect stated choice data for interacting agents. The paper also discusses how to specify a reference alternative, and then how to recruit appropriate real-market or representative decision-making group members to participate in a subsequent phase of the survey, which incorporates the reference alternative and contextual information from an initial phase. The empirical strategy, set out in some detail, provides a new framework within which to understand more fully the role that specific attributes, such as variable user charges, influencing freight distribution chains might play, and who in the supply chain is affected by specific attributes in terms of willingness to pay for the gains in distribution efficiency.

Allowing for heterogeneous decision rules in discrete choice models: an approach and four case studies

The study of respondent heterogeneity is one of the main areas of research in the field of choice modelling. The general emphasis is on variations across respondents in relative taste parameters while maintaining the assumption of homogeneous utility maximising decision rules. While recent work has allowed for differences in the utility specification across respondents in the context of looking at heterogeneous information processing strategies, the underlying assumption that all respondents employ the same choice paradigm remains. This is despite evidence in the literature that different paradigms work differently well on given datasets. In this article, we argue that such differences may in fact extend to respondents within a single dataset. We accommodate these differences in a latent class model, where individual classes make use of different underlying paradigms. We present four applications using three different datasets, showing mixtures between “standard” random utility maximisation models and lexicography based models, models with multiple reference points, elimination by aspects models and random regret minimisation models. In each of the case studies, the behavioural mixing model obtains significant gains in fit over the base structure where all respondents are hypothesised to use the same rule. The findings offer important further insights into the behavioural patterns of respondents. There is also evidence that what is retrieved as taste heterogeneity in standard models may in fact be heterogeneity in decision rules.     

A reference-dependent user equilibrium model for activity-travel scheduling

Existing user equilibrium models of activity-travel scheduling generally fall short in representing travelers’ decision-making processes. The majority have either implicitly or explicitly assumed that travelers follow the principle of utility maximization. This assumption ignores the fact that individuals may be loss–averse when making activity-travel decisions. Allowing for the situation that travelers possess accurate information of the urban-transportation system due to modern technologies, studies on reference-dependent decision-making under near-perfect information are receiving increasing attention. In view of traveler heterogeneity, individuals can be divided into multiple classes according to their reference points. In this paper, we propose a reference-dependent multi-class user equilibrium model for activity-travel scheduling, which can be reformulated as a variational inequality problem. Moreover, comparative analyses are conducted on the equilibrium states between utility-maximization (no reference) and reference-dependency of exogenous and endogenous references. A numerical example regarding combined departure-time and mode choice for commuting is conducted to illustrate the proposed model. The simulated results indicate that reference points and loss aversion attitudes have significant effects on the choice of departure time and mode.     

The effect of attitudes on reference-dependent preferences: Estimation and validation for the case of alternative-fuel vehicles

Several recent studies in transportation have analysed how choices made by individuals are influenced by attitudes. Other studies have contributed to our understanding of apparently non-rational behaviour by examining how choices may reflect reference-dependent preferences. This paper examines how reference-dependent preferences and attitudes together may explain individual choices. In a modelling framework based on a hybrid choice model allowing for both concepts, we investigate how attitudes and reference-dependent preferences interact and how they affect willingness-to-pay measures and demand elasticities. Using a data set with stated choices among alternative-fuel vehicles, we see that allowing for reference-dependent preferences improves our ability to explain the stated choices in the data and that the attitude (appreciation of car features) explains part of the preference heterogeneity across individuals. The results indicate that individuals have reference-dependent preferences that could be explained by loss aversion and that these are indeed related to an individual’s attitude towards car features. The models are validated using a large hold-out sample. This shows that the inclusion of attitudes improves the models’ ability to explain behaviour in the hold-out sample. While neither reference-dependent preferences nor the attitude affect the average willingness-to-pay measures in our sample, their effect on choice behaviour has implications for policy recommendations as segments with varying attitudes and reference values will act differently when affected by policy instruments related to the demand for alternative-fuel vehicles, e.g. subsidies.     

The asymmetric effects of service quality on passengers' choice of carriers for international air travel

The asymmetric effects of service quality on international travelers' airline choice behavior were investigated in this paper. The linear structural equation modeling system was first applied to quantify passengers' perceptions of service quality provided by airlines, which were then used as the input variables of the asymmetric response model developed to capture international travelers' airline decision. Their asymmetric responses to various service quality of airlines were assumed to be either gains or losses with respect to their reference points. The results showed that the asymmetric response model performs better than the traditional logit models that capture only symmetrical effects.     

The impact of outcome framing and psychological distance of air pollution consequences on transportation mode choice

Recent years, air pollution phenomenon has become one of the crucial problems of Tehran, Iran. Due to main political and economic role of Tehran, population of this metropolis is high and increasing. Urban transportation of this highly populated city contributes more than 70% of air pollution problem in this city. Although a number of urban transport developments, policy measures and regulations have been employed, Tehran’s air pollution has remained crucial thus far. Finding ways to encourage individuals to behave more sustainable can be considered as a substantial approach of tackling environmental problems such as air pollution, since it can be highly cost-effective and fast. This research attempt to evaluate the impacts of two factors of outcome framing and psychological distance of air pollution on citizen’s willingness to behave environmental friendly, particularly to change the travel mode choice. Results illustrate that communicating the consequences of air pollution can provoke individuals’ to act more environment friendly or in particular to change their intention for using more sustainable mode of transportation. Framing the positive consequences of mitigating air pollution take precedence over framing the negative consequences. Moreover the gains of mitigating air pollution have an impact on the willingness to use of bicycle and bus. Results also show that decreasing the psychological distance of air pollution in order to make manipulated frame more personally relevant has no significant impact on respondents.     

An agent-based approach to modelling driver route choice behaviour under the influence of real-time information

This paper presents an agent-based approach to modelling individual driver behaviour under the influence of real-time traffic information. The driver behaviour models developed in this study are based on a behavioural survey of drivers which was conducted on a congested commuting corridor in Brisbane, Australia. Commuters’ responses to travel information were analysed and a number of discrete choice models were developed to determine the factors influencing drivers’ behaviour and their propensity to change route and adjust travel patterns. Based on the results obtained from the behavioural survey, the agent behaviour parameters which define driver characteristics, knowledge and preferences were identified and their values determined. A case study implementing a simple agent-based route choice decision model within a microscopic traffic simulation tool is also presented. Driver-vehicle units (DVUs) were modelled as autonomous software components that can each be assigned a set of goals to achieve and a database of knowledge comprising certain beliefs, intentions and preferences concerning the driving task. Each DVU provided route choice decision-making capabilities, based on perception of its environment, that were similar to the described intentions of the driver it represented. The case study clearly demonstrated the feasibility of the approach and the potential to develop more complex driver behavioural dynamics based on the belief–desire–intention agent architecture.     

Solving network equilibrium problems on multimodal urban transportation networks with multiple user classes

The capacity of the high‐speed train to compete against travel demand in private vehicles is analysed. A hypothetical context analysed as the high‐speed alternative is not yet available for the route studied. In order to model travel demand, experimental designs were applied to obtain stated preference information. Discrete choice logit models were estimated in order to derive the effect of service variables on journey utility. From these empirical demand models, it was possible to predict for different travel contexts and individuals the capacity of the high‐speed train to compete with the car, so determining the impact of the new alternative on modal distribution. Furthermore, individual willingness to pay for travel time saving is derived for different contexts. The results allow us to confirm that the high‐speed train will have a significant impact on the analysed market, with an important shift of passengers to the new rail service being expected. Different transport policy scenarios are derived. The cost of travel appears to a great extent to be a conditioning variable in the modal choice. These results provide additional evidence for the understanding of private vehicle travel demand.     

Minimum acceptable time for turning off idling engines: Evidence from Taiwan

This paper examines the influence of different factors on motorist willingness to comply with idling stop regulations, as determined using stated preference analysis. Motorists were surveyed at urban roadsides in Taiwan, and the results obtained were analyzed using a partially adaptive model. The analysis showed that the standing time and turnoff idling engine while parking are both significant variables, and arise from risk aversion behavior. Environmental perceptions and convenience of use are the most influential factors, according to elasticity analysis. The study also verifies that a partially adaptive model is an appropriate model to consider censored data in a Triple-Bounded Dichotomous Choice analysis. These results will be useful as a reference for improving implementation of idling reduction regulations.     

On finite sample performance of confidence intervals methods for willingness to pay measures

This paper systematically compares finite sample performances of methods to build confidence intervals for willingness to pay measures in a choice modeling context. It contributes to the field by also considering methods developed in other research fields. Various scenarios are evaluated under an extensive Monte Carlo study. Results show that the commonly used Delta method, producing symmetric intervals around the point estimate, often fails to account for skewness in the estimated willingness to pay distribution. Both the Fieller method and the likelihood ratio test inversion method produce more realistic confidence intervals for small samples. Some bootstrap methods also perform reasonably well, in terms of effective coverage. Finally, empirical data are used to illustrate an application of the methods considered.     

Consumers’ willingness to pay for alternative fuel vehicles: A comparative discrete choice analysis between the US and Japan

This paper conducts a comparative discrete choice analysis to estimate consumers’ willingness to pay (WTP) for electric vehicles (EVs) and plug-in hybrid electric vehicles (PHEVs) on the basis of the same stated preference survey carried out in the US and Japan in 2012. We also carry out a comparative analysis across four US states. We find that on average US consumers are more sensitive to fuel cost reductions and alternative fuel station availability than are Japanese consumers. With regard to the comparative analysis across the four US states, consumers’ WTP for a fuel cost reduction in California is considerably greater than in the other three states. We use the estimates obtained in the discrete choice analysis to examine the EV/PHEV market shares under several scenarios. In a base case scenario with relatively realistic attribute levels, conventional gasoline vehicles still dominate both in the US and Japan. However, in an innovation scenario with a significant purchase price reduction, we observe a high penetration of alternative fuel vehicles both in the US and Japan. We illustrate the potential use of a discrete choice analysis for forward-looking policy analysis, with the future opportunity to compare its predictions against actual revealed choices. In this case, increased purchase price subsidies are likely to have a significant impact on the market shares of alternative fuel vehicles.     

Behavioural implications of preferences, risk attitudes and beliefs in modelling risky travel choice with travel time variability

The appropriate interpretation of a behavioural outcome requires allowing for risk attitude and belief of an individual, in addition to identification of preferences. This paper develops an Attribute-Specific Extended Rank-Dependent Utility Theory model to better understand choice behaviour in the presence of travel time variability, in which these three important components of choice are empirically addressed. This framework is more behaviourally appealing for travel time and travel time variability research than the traditional approach in which risk attitude and belief are overlooked. This model also reveals significant unobserved between-individual heterogeneity in preferences, risk attitudes and beliefs.     

A choice experiment on alternative fuel vehicle preferences of private car owners in the Netherlands

This paper presents results of an online stated choice experiment on preferences of Dutch private car owners for alternative fuel vehicles (AFVs) and their characteristics. Results show that negative preferences for alternative fuel vehicles are large, especially for the electric and fuel cell car, mostly as a result of their limited driving range and considerable refueling times. Preference for AFVs increases considerably with improvements on driving range, refueling time and fuel availability. Negative AFV preferences remain, however, also with substantial improvements in AFV characteristics; the remaining willingness to accept is on average € 10,000–€ 20,000 per AFV. Results from a mixed logit model show that consumer preferences for AFVs and AFV characteristics are heterogeneous to a large extent, in particular for the electric car, additional detour time and fuel time for the electric and fuel cell car. An interaction model reveals that annual mileage is by far the most important factor that determines heterogeneity in preferences for the electric and fuel cell car. When annual mileage increases, the preference for electric and fuel cell cars decreases substantially, whilst the willingness to pay for driving range increases substantially. Other variables such as using the car for holidays abroad and the daily commute also appear to be relevant for car choice.