Shift of reference point and implications on behavioral reaction to gains and losses

It is widely recognized that individual decision-making is subject to the evaluation of gains and losses around a reference point. The estimation of discrete choice models increasingly use data from stated choice experiments which are pivoted around a reference alternative. However, to date, the specification of a reference alternative in transport studies has been fixed, whereas it is common to observe individuals adjusting their preferences according to a change in their reference point. This paper focuses on individual reactions, in a freight choice context, to a negative change in the reference alternative values, identifying the behavioural implications in terms of loss aversion and diminishing sensitivity. The results show a significant adjustment in the valuation of gains and losses around a shifted reference alternative. In particular, we find an average increase in loss aversion for cost and time attributes, and a substantial decrease for punctuality. These findings are translated to significant differences in the willingness to pay and willingness to accept measures, providing supporting evidence of respondents’ behavioural reaction.     

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.     

Using spike model to reduce traffic congestion and improve public transportation in Malaysia

In this study, passengers’ willingness to pay (WTP) for and willingness to accept (WTA) improved public transportation and shift to public transportation in Malaysia were examined. Specifically, this study aimed to determine the factors or transport attributes that affect passenger WTA and WTP to shift to public transportation. The adopted methodology was based on a contingent valuation (CV) survey, which was conducted on a representative sample of a cross section in residents of Kajang, in Malaysia. This CV primary survey elicited the demand of passengers for improved public transportation. The spike model was adopted to avoid estimation errors caused by a large percentage of respondents who were unwilling to pay and accept at all. The estimation results showed that the best reduction rate for both travel time and cost was 45% among other amounts that range from 15% to 75%. The best parking cost increment was US$0.30 and the average WTP is US$0.68.     

How flexible is flexible? Accounting for the effect of rescheduling possibilities in choice of departure time for work trips

In departure time studies it is crucial to ascertain whether or not individuals are flexible in their choices. Previous studies have found that individuals with flexible work times have a lower value of time for late arrivals. Flexibility is usually measured in terms of flexible work start time or in terms of constraints in arrival time at work. Although used for the same purpose, these two questions can convey different types of information. Moreover, constraints in departure time are often related not only to the main work activity, but to all daily activities. The objective of this paper is to investigate the effect of constraints in work and in other daily trips/activities on the willingness to shift departure time and the willingness to pay for reducing travel time and travel delay. We set up a survey to collect detailed data on the full 24-hour out-of-home activities and on the constraints for each of these activities. We then built a stated preference experiment to infer preferences on departure time choice, and estimated a mixed logit model, based on the scheduling model, to account for the effects of daily activity schedules and their constraints. Our results show that measuring flexibility in terms of work start time or constraints at work does not provide exactly the same information. Since one-third of the workers with flexible working hours in the survey indicated that they have restrictions on late work-arrival times, their willingness to pay will be overestimated (almost doubled) if flexibility information is asked only in terms of fixed/flexible working hours. This clearly leads to different conclusion in terms of demand sensitivity to reschedule to a later departure time. We also found that having other activities and constraints during the day increases the individuals’ willingness to pay to avoid being late at work, where the presence of constraints on daily activities other than work is particularly relevant for individuals with no constraints at work. The important impact of these findings is that if we neglect the presence of constraints, as is common practise in transport models, it will generally lead to biased value-of-time estimates. Results clearly show that the shift in the departure time, especially towards a late departure time, is strongly overestimated (the predicted shift is more than double) when the effect of non-work activities and their constraints is not accounted for.     

Passengers’ willingness to pay for airport ground access time savings

There are cases when passengers are willing to pay a premium to reduce the travel time, in particular when the trip has to be made. This paper aims to provide insight into factors that determine passengers’ willingness to pay to reduce travel time for their ground access to an airport. A methodology is developed that comprises two steps: the identification of the passengers with zero willingness to pay and from the rest the estimation of the additional price they are willing to pay to reduce their travel time. For the first step a Probit model was formulated and for the second a linear regression model. To this purpose, data has been collected employing stated preference from passengers at the Athens International Airport. It has been found that a high percentage of passengers have zero willingness to pay, and of the remaining ones those using public transport have a significant willingness to pay to reduce access travel time. The methodology and the models are structured in such a way that their transferability to any airport environment is possible, thus providing a useful tool for decisions relating to airport ground access measures.     

Aggregation of common-metric attributes in preference revelation and implications for willingness to pay

There is a growing interest in process heterogeneity in the way that individuals evaluate packages of attributes in real or hypothetical markets and make choices. We consider the role of the relative magnitude of pairs of attributes that are defined on a common metric (e.g., minutes or dollars), to look at the extent to which attributes might be added in preference revelation, in contrast to the commonly adopted single rule of compensatory behaviour. The focus is on a choice model specification that allows for different treatments of pairs of attributes across a sample, in contrast to studies that impose a single rule on all observations, and that does not require supplementary information on whether specific individuals claimed to have added up attributes; rather we structure a non-linear utility function that permits a probabilistic aggregation of each attribute. We translate this into a willingness to pay for travel time-savings for car commuters, in the context of tolling roads in Sydney, and contrast it with the results from the additive model, and a model where self-stated attribute processing information is taken into account. The empirical evidence suggests that mean willingness to pay increases when the addition rule is accounted for. This is a potentially important message for environmental applications where two or more attributes have a common metric.     

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.     

Electric vehicles and residential parking in an urban environment: Results from a stated preference experiment

This paper presents the results of a preference survey of 1545 respondents’ willingness to purchase electric vehicles (EVs) in Philadelphia. We pay particular attention to respondents’ willingness to pay for convenient charging systems and parking spaces. If the value of dedicated parking substantially outweighs the value of convenient charging systems, residential-based on-street charging systems are unlikely to ever be politically palatable. As expected, respondents are generally willing to pay for longer range, shorter charging times, lower operating costs, and shorter parking search times. For a typical respondent, a $100 per month parking charge decreases the odds of purchasing an EV by around 65%. Across mixed logit and latent class models, we find substantial variation in the willingness to pay for EV range, charge time, and ease of parking. Of note, we find two primary classes of respondents with substantially different EV preferences. The first class tends to live in multifamily housing units in central parts of the city and puts a high value on parking search time and the availability of on-street charging stations. The second class, whose members are likelier to be married, wealthy, conservative, and residing in single-family homes in more distant neighborhoods, are willing to pay more for EV range and charge time, but less for parking than the first group. They are also much likelier to consider purchasing EVs at all. We recommend that future research into EV adoption incorporate neighborhood-level features, like parking availability and average trip distances, which vary by neighborhood and almost certainly influence EV adoption.     

Consumer valuation of changes in driving range: A meta-analysis

We perform a meta-analysis of studies investigating consumer preferences for electric and other alternative fuel vehicles (AFVs) to provide insights into the way driving range is traded off for capital costs. We find that consumers are willing to pay, on average, between 66 and 75 US$ for a 1-mile increase in driving range. Ceteris paribus, 100-mile-range cars have to be priced about 60% less than their conventional counterparts to become competitive. In line with intuition, but in contrast to most specifications employed in primary studies, we find that consumers’ marginal willingness to pay (WTP) decreases at a diminishing rate with increases in driving range. The variation in the WTP and compensating variation estimates among examined studies can be attributed to differences in the levels of driving range considered, in other elements of the study design and in the country of study. Our findings support stated preference literature’s conclusion that short driving range has been a major limitation to the large-scale adoption of battery electric vehicles (BEVs) and other AFVs, and that technological developments permitting longer driving ranges will, to some extent, facilitate their market penetration. We further propose that consumer valuation of driving range should not be examined in isolation from other attributes related to refuelling activities, such as refuelling duration and the coverage of refuelling infrastructure.     

Drivers’ willingness-to-pay to reduce travel time: evidence from the San Diego I-15 congestion pricing project

The adoption of congestion pricing depends fundamentally upon drivers’ willingness to pay to reduce travel time during the congested morning peak period. Using revealed preference data from a congestion pricing demonstration project in San Diego, we estimate that willingness to pay to reduce congested travel time is higher than previous stated preference results. Our estimate of median willingness to pay to reduce commute time is roughly $30 per hour, although this may be biased upward by drivers’ perception that the toll facility provides safer driving conditions. Drivers also use the posted toll as an indicator of abnormal congestion and increase their usage of the toll facility when tolls are higher than normal.     

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.     

Are consumers willing to pay to let cars drive for them? Analyzing response to autonomous vehicles

Autonomous vehicles use sensing and communication technologies to navigate safely and efficiently with little or no input from the driver. These driverless technologies will create an unprecedented revolution in how people move, and policymakers will need appropriate tools to plan for and analyze the large impacts of novel navigation systems. In this paper we derive semiparametric estimates of the willingness to pay for automation. We use data from a nationwide online panel of 1260 individuals who answered a vehicle-purchase discrete choice experiment focused on energy efficiency and autonomous features. Several models were estimated with the choice microdata, including a conditional logit with deterministic consumer heterogeneity, a parametric random parameter logit, and a semiparametric random parameter logit. We draw three key results from our analysis. First, we find that the average household is willing to pay a significant amount for automation: about $3500 for partial automation and $4900 for full automation. Second, we estimate substantial heterogeneity in preferences for automation, where a significant share of the sample is willing to pay above $10,000 for full automation technology while many are not willing to pay any positive amount for the technology. Third, our semiparametric random parameter logit estimates suggest that the demand for automation is split approximately evenly between high, modest and no demand, highlighting the importance of modeling flexible preferences for emerging vehicle technology.     

Intention and willingness to pay for green freight transportation: An empirical examination

The objective of this paper is to explore what motivates consumer intention and willingness to pay for green transportation. The model is based on the theory of planned behavior and explains the relationship between consumer attitude, perceived behavioral control and peer pressure on intention and willingness to pay for a t-shirt that was transported using energy efficient fuel. Data from a survey of U.S. consumers is analyzed. Results suggest consumer attitude and peer pressure are positively associated with intention which is positively associated with willingness to pay. High levels of consumer attitude, perceived behavioral control and intention suggest a positive outlook for organizations investing in green transportation initiatives. Results also suggest a need for organizations and government to market and educate consumers and citizens about the positive implications of green transportation and using energy efficient fuel.     

Neural based contingent valuation of road traffic noise

In this paper, we present a new approach to value the willingness to pay to reduce road noise annoyance using an artificial neural network ensemble. The model predicts, with precision and accuracy, a range for willingness to pay from subjective assessments of noise, a modelled noise exposure level, and both demographic and socio-economic conditions. The results were compared to an ordered probit econometric model in terms of the performance mean relative error and obtained 85.7% better accuracy. The results of this study show that the applied methodology allows the model to reach an adequate generalisation level, and can be applicable as a tool for determining the cost of transportation noise in order to obtain financial resources for action plans.     

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.     

Understanding adolescents’ intentions to commute by car or bicycle as adults

This study focuses on the intentions of adolescents to commute by car or bicycle as adults. The behavioral model is based on intrapersonal and interpersonal constructs from the theory of planned behavior extended to include constructs from the institutional, community and policy domains. Data from a survey among Danish adolescents is analyzed. It is found that car use intentions are related to positive car passenger experience, general interest in cars, and car ownership norms, and are negatively related to willingness to accept car restrictions and perceived lack of behavioral control. Cycling intentions are related to positive cycling experience, willingness to accept car restrictions, negative attitudes towards cars, and bicycle-oriented future vision, and are negatively related to car ownership norms. Attitudinal constructs are related to individual characteristics, such as gender, residential location, current mode choice to daily activities, and parental travel patterns.     

Asymmetry in transport fuel demand: Evidence from household level data

Models for gasoline demand for transportation activities generally assume that demand is perfectly reversible with respect to gasoline price (and income). The small literature which relaxes the reversibility assumption in gasoline demand argues technological fixation leads to this asymmetry and utilizes aggregate time-series model to find evidence in favour of asymmetry. In this research it is suggested that there could also be behavioural factors behind this asymmetric response, possibly due to the loss aversion nature of human beings as described in the prospect theory. For the first time, household level data was used to understand asymmetry in gasoline demand in response to changes in gasoline price and income. There was statistical evidence that gasoline price and income both can induce asymmetric changes in gasoline demand among households. Specifically, elasticity with respect to rising prices and falling income is larger than the elasticity with respect to falling prices and rising income respectively, which is consistent with loss aversion in gasoline purchase behaviour. There was also some evidence of heterogeneity in the asymmetric responses between urban and rural households. The results have implications for transport-related energy tax policies or subsidies, while the method can be applied directly for non-energy goods as well.     

Users of a regional telephone-based traveler information system – a study of TravInfo™ users in the San Francisco Bay Area

This paper reports the results of a 1998 survey carried out among a small sample of people who had called the TravInfo Travel Advisory Telephone System (TATS) in April 1997 looking for current information about traffic conditions in the San Francisco Bay Area. The survey employed a series of tradeoff questions designed to identify the specific attributes of the information that the respondents felt to be most important, and to estimate the relative values that these users had for various possible information improvements. Despite the small size of the sample, it proved feasible to investigate how the implicit valuations placed on each attribute of the service (update frequency, extent of road coverage, and level of customization) varied among different user segments. For the most part, respondents appeared to value basic enhancements – those that establish an initial quality differential above the baseline set by free broadcast traffic information – more than they value further subsequent improvements. Overall, more frequent information updates are the highest priority among the range of possible enhancements explored in the survey, followed by an extension of coverage to include major arterials in addition to freeways. However, the evidence suggests relatively little value in door-to-door coverage – that is, coverage of streets beyond the freeway and major arterial networks. This research produced some estimates of the average monetary values ("willingness to pay") that the sample of current users attached to information improvements of various kinds. While these values varied among subgroups in ways that fit a priori expectations, it is not clear whether they provide an unbiased picture of the users' absolute levels of willingness to pay, such that they could be used reliably to inform (for example) information pricing decisions. The value of this research lies more clearly in the light it sheds on the relative structure of user preferences, and on the variations in preferences between information attributes and market segments. Overall, the authors conclude that the prospects for self-sustaining ATIS services are unclear. In response to a direct question, a majority of users (perhaps influenced by a strategic bias) indicated that they were unwilling to pay for ATIS services; some of these same people, however, indicated later that they might indeed be willing to buy a particular enhanced ATIS package, in direct competition with free broadcast services.     

How much is too much for tolled road users: Toll saturation and the implications for car commuting value of travel time savings?

The current practice of forecasting the demand for new tolled roads typically assumes that car users are prepared to pay a higher toll for a shorter journey, and they will keep doing so as long as the toll cost is not higher than their current value of travel time savings. Practice ignores the possibility that there could be a point when motorists stop driving on toll roads due to a toll budget constraint. The unconstrained toll budget assumption may be valid in networks where the addition of a new toll road does not result in a binding budget constraint that car users may have for using toll roads (although it could also be invoked for existing tolled routes through a reduction in use of a tolled route). In a road network like Sydney which offers a growing number of (linked) tolled roads, the binding budget constraint may be invoked, and hence including additional toll links might in turn reduce the car users’ willingness to pay for toll roads to save the same amount of travel time. When this occurs, car users are said to reach a toll saturation point (or threshold) and begin to consider avoiding one or more toll roads. Whilst toll saturation has important implications for demand forecasting and planning of toll roads, this type of behaviour has not been explored in the literature. We investigate the influence that increasing toll outlays has on preferences of car commuters to use one or more tolled roads as the number of tolled roads increases. The Sydney metropolitan area offers a unique laboratory to test this phenomenon, with nine tolled roads currently in place and another five in planning. The evidence supports the hypothesis that the value of travel time savings decreases as a consequence of toll saturation.