Travelers’ Bi-Attribute Decision Making on the Risky Mode Choice with Flow-Dependent Salience Theory

Xiangfeng Ji and Xiaoyu Ao
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Xiangfeng Ji: Department of Management Science and Engineering, School of Business, Qingdao University, Qingdao 266071, China
Xiaoyu Ao: Department of Management Science and Engineering, School of Business, Qingdao University, Qingdao 266071, China

Sustainability, 2021, vol. 13, issue 7, 1-24

Abstract: The purpose of this paper is to provide new insights into travelers’ bi-attribute (travel time and travel cost) risky mode choice behavior with one risky option (i.e., the highway) and one non-risky option (i.e., the transit) from the long-term planning perspective. In the classical Wardropian User Equilibrium principle, travelers make their choice decisions only based on the mean travel times, which might be an unrealistic behavioral assumption. In this paper, an alternative approach is proposed to partially remedy this unrealistic behavioral assumption with flow-dependent salience theory, based on which we study travelers’ context-dependent bi-attribute mode choice behavior, focusing on the effect of travelers’ salience characteristic. Travelers’ attention is drawn to the bi-attribute salient travel utility, and then the objective probability of each state for the risky world is distorted in favor of this bi-attribute salient travel utility. A long-term bi-attribute salient user equilibrium will be achieved when no traveler can improve their bi-attribute salient travel utility by unilaterally changing the choice decisions. Conditions for the existence and uniqueness of the bi-attribute salient user equilibrium are presented, and based on the equilibrium results, we analyze travelers’ risk attitudes in this bi-attribute risky choice problem. Finally, numerical examples are conducted to examine the sensitivity of equilibrium solutions to the input parameters, which are cost difference and salience bias.

Keywords: bi-attribute choice behavior; salient travel utility; salient user equilibrium; cost difference; behavioral insights (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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