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Independent travelers are those vacationers who have booked only a minimum of their transportation and accommodation arrangements prior to departure on the vacation. Independent travel is an important and growing sector of worldwide tourism. Choice of vacation itinerary for the independent vacation represents a complex series of decisions regarding purchase of multiple leisure and tourism services. This chapter builds and tests a model of independent traveler decision-making for choice of vacation itinerary. The research undertaken employs a two-phase, inductive–deductive case study design. In the deductive phase, the researcher interviewed 20 travel parties vacationing in New Zealand for the first time. The researcher interviewed respondents at both the beginning and the end of their New Zealand vacations. The study compares pre-vacation research and plans, and actual vacation behaviors, on a case-by-case basis. The study examines case study narratives and quantitative measures of crucial variables. The study tests two competing models of independent traveler decision-making, using a pattern-matching procedure. This embedded research design results in high multi-source, multi-method validity for the supported model. The model of the Independent Vacation as Evolving Itinerary suggests that much of the vacation itinerary experienced in independent travel is indeed unplanned, and that a desire to experience the unplanned is a key hedonic motive for independent travel. Rather than following a fixed itinerary, the itinerary of an independent vacation evolves as the vacation proceeds. The independent traveler takes advantage of serendipitous opportunities to experience a number of locations, attractions and activities that they had neither actively researched nor planned.

With dining out increasing globally, policy making and research have been on menu labeling as a source for meaningful nutrition information. Yet, despite attempts to mandate menu labeling and the studies examining consumer's perception of menu nutritional information and how this perception impacts dining behavior and intention to consume, concerns for obesity and malnutrition continue to be at the forefront of public health discussions. This study attempts to comprehend consumers' nutritional goals, intention and food choice behavior, thereby suggesting how to leverage this information for change.

Using survey data and a proposed and validated theoretical model, the study identified the different aspects of consumer's food choice by analyzing the relationship of consumer's perceived importance toward nutrition information, food choice and healthy daily behavior, and intention to improve health.

Consumers who perceive higher importance of nutrition information are more likely to choose healthy food when dining out and have stronger health improvement intention. The results also suggested healthy food choice and healthy daily behavior positively influenced health improvement intention.

Despite the previous studies on menu labeling and the numerous policy mandates, there is still concern about the food choice behavior of consumers while eating out. No serious effort exists to regulate food service providers similar to the regulation of other consumer products, whereby consumers are generally protected from harm. This study suggests through education, promotional marketing and industry partnerships, motivating and leveraging consumers' desire for healthy food choices could move food service providers and policy makers to change what information is provided.

The purpose of this paper is to investigate the effects of choice on the development and maintenance of a fruit consumption behaviour and if behaviour change was underpinned by habit strength.

A 2×2×3 mixed model experimental design was used. The independent variables were pictorial cue and fruit consumption manipulated on two levels: choice and no choice, across three-time points: baseline, post-intervention (after two weeks) and follow-up (one week later). Participants (n=166) completed demographics, the self-report habit index and fruit intake at all three-time points.

All participants showed significant increases in fruit consumption and habit strength at post-intervention and follow-up. However, participants provided neither choice of cue nor fruit showed a significant decrease in consumption at follow-up.

Fruit consumption can be significantly increased with a relatively simple intervention; choice seems to have an effect on behaviour maintenance, providing no choice negatively effects behaviour maintenance post-intervention. This may inform future interventions designed to increase fruit and vegetable consumption.

The intervention that the authors designed and implemented in the current study is the first of its kind, where choice was manipulated in two different ways and behaviour was changed with a simple environmental cue intervention.

This chapter explores Prospect Theory — a descriptive model of modelling individual choice making under risk and uncertainty, and its applications to a range of travel behaviour contexts.

The chapter provides background on Prospect Theory, its basic assumptions and formulations, and summarises some of its theoretical developments, applications and evidence in the field of transport research.

A body of empirical evidence has accumulated showing that the principle of maximisation of expected utility provides limited explanation of travel choices under risk and uncertainty. Prospect Theory can be seen as an alternative and promising framework for travel choice modelling (although not without theoretical and practical controversy). These findings are supported by empirical observations reported in the literature reviewed in this chapter.

The chapter provides a detailed account of the design and results of accumulated research in travel behaviour research that is based on Prospect Theory’s observations, insights and formulations. The potential of Prospect Theory for particular decision-making in travel behaviour research is articulated, main findings are presented and discussed, and limitations are identified, leading to further research needs.

The assumption of free will in contemporary economics is an important starting point for socio‐economic analysis in contrast to methodologies which assume that human action is pre‐determined by forces beyond individual control. However, contemporary economic theory is devoid of choice in critical domains with important implication for economic analyses and public policy, given the ancillary assumption of the importance of market forces in determining choice behavior. The purpose of this paper is to argue that freedom of choice exists given traditional constraints such as relative prices and income.

This is a theoretical paper examining the assumption of free will in choice behaviour in economic theory. It makes reference to literature in economics and philosophy that shed light on this critical working assumption in economics.

Conventional analysis pays little heed to non economic constraints on human action that affect and delimit but do not preclude free choice or free will. Of vital importance to free will in choice behavior are institutions which delimit the extent of coercion in the decision‐making process.

An important implication for research is the determination of the necessary and sufficient conditions for the existence of free will in choice behaviour. Given the existence of free will and free choice, individuals are morally responsible for their choices. It is therefore important to determine the extent which free will exists and that which constrains free will in choice behaviour.

This paper challenges the extremes of the free will debate in economics and suggests the boundaries within which free will exists in economic behaviour. It also suggests the welfare implications of limitations on free will where no negative externalities exist.