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首页> 外文期刊>Transportation Science >Incorporating Mental Representations in Discrete Choice Models of Travel Behavior: Modeling Approach and Empirical Application
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Incorporating Mental Representations in Discrete Choice Models of Travel Behavior: Modeling Approach and Empirical Application

机译：将心理表征纳入旅行行为的离散选择模型中：建模方法和经验应用

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We introduce an extension of the discrete choice model to take into account individuals' mental representation of a choice problem. We argue that, especially in daily activity and travel choices, the needs of an individual have an influence on the benefits he or she pursues in the choice of an alternative. Activated benefits and mental costs determine which attributes are considered in evaluating alternatives. The extended model considers the formation of a mental representation of a choice problem as an integral part of the choice process. We show how formation of a mental representation and making a choice can be modeled jointly in an integrated random utility maximization framework. We further show how the integrated model can be estimated based on combined observations of mental representations and choice outcomes using maximum likelihood estimation. A comparative analysis shows that observations of the mental representations may significantly improve predictions and enhance insights into situation-dependent motivations underlying preferences. We illustrate the approach using a data set that involves measurements of mental representations and choice behavior in the area of transport mode choice.
机译：我们引入离散选择模型的扩展，以考虑个人对选择问题的心理表示。我们认为，特别是在日常活动和旅行选择中，个人的需求会影响他或她在选择替代品时所追求的利益。激活的收益和精神成本决定了评估替代方案时应考虑的属性。扩展模型将选择问题的心理表征的形成视为选择过程的组成部分。我们展示了如何在集成的随机效用最大化框架中共同模拟心理表征的形成和做出选择。我们进一步展示了如何使用最大似然估计基于对心理表征和选择结果的组合观察来估计集成模型。一项比较分析表明，对心理表征的观察可能会显着改善预测并增强对偏好背后的情境依赖动机的了解。我们使用数据集来说明该方法，该数据集涉及交通方式选择区域中的心理表征和选择行为的测量。

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