Originality and value
The chapter provides an overview of recent developments in the study of mental representations underlying choice behaviour. Traditionally, this has been the exclusive domain of qualitative research methods. The techniques reviewed enable larger samples and a formal representation of mental representations. Thus, the approach can help to better understand preference heterogeneity and incorporate this in (transport) choice models.
Horeni, O., Arentze, T., Dellaert, B.G.C. and Timmermans, H. (2015), "Investigating Situational Differences in Individuals’ Mental Representations of Activity-Travel Decisions: Progress and Empirical Illustration for the Impact of Online Alternatives", Rasouli, S. and Timmermans, H. (Ed.) Bounded Rational Choice Behaviour: Applications in Transport, Emerald Group Publishing Limited, Bingley, pp. 115-135. https://doi.org/10.1108/978-1-78441-072-820151009
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