MODE CHOICE DECISION-PROCESS MODELS - COMPARISON OF COMPENSATORY AND NON-COMPENSATORY STRUCTURES

Transportation planners use models which involve the construction of linear combinations of travel mode attributes to predict mode choice behavior. Psychologists, marketing researchers, and decision theorists, however, have identified a number of other types of choice models. Previous research has indicated that many of these models provide more accurate predictions of consumer choices than simple additive models. It is therefore suggested that mode choice decisions may involve a number of different choice mechanisms. Empirical results showing that conjunctive, lexicographic, and conjunctive-lexicographic models of mode choice outperform additive models are presented, and directions for future research are discussed. © 1979.