Using ordered attitudinal indicators in a latent variable choice model: a study of the impact of security on rail travel behaviour |
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Authors: | Andrew Daly Stephane Hess Bhanu Patruni Dimitris Potoglou Charlene Rohr |
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Institution: | (1) RAND Europe, Westbrook Centre, Milton Road, Cambridge, CB4 1YG, UK;(2) Institute for Transport Studies, University of Leeds, Leeds, UK;(3) OTB Research Institute, Delft University of Technology, Delft, Netherlands;; |
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Abstract: | There is growing interest in the use of models that recognise the role of individuals’ attitudes and perceptions in choice
behaviour. Rather than relying on simple linear approaches or a potentially bias-inducing deterministic approach based on
incorporating stated attitudinal indicators directly in the choice model, researchers have recently recognised the latent
nature of attitudes. The uptake of such latent attitude models in applied work has however been slow, while a number of overly
simplistic assumptions are also commonly made. In this article, we present an application of jointly estimated attitudinal
and choice models to a real-world transport study, looking at the role of latent attitudes in a rail travel context. Our results
show the impact that concern with privacy, liberty and security, and distrust of business, technology and authority have on
the desire for rail travel in the face of increased security measures, as well as for universal security checks. Alongside
demonstrating the applicability of the model in applied work, we also address a number of theoretical issues. We first show
the equivalence of two different normalisations discussed in the literature. Unlike many other latent attitude studies, we
explicitly recognise the repeated choice nature of the data. Finally, the main methodological contribution comes in replacing
the typically used continuous model for attitudinal response by an ordered logit structure which more correctly accounts for
the ordinal nature of the indicators. |
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