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This chapter reviews models of decision-making and choice under conditions of certainty. It allows readers to position the contribution of the other chapters in this book in the historical development of the topic area.

Bounded rationality is defined in terms of a strategy to simplify the decision-making process. Based on this definition, different models are reviewed. These models have assumed that individuals simplify the decision-making process by considering a subset of attributes, and/or a subset of choice alternatives and/or by disregarding small differences between attribute differences.

A body of empirical evidence has accumulated showing that under some circumstances the principle of bounded rationality better explains observed choices than the principle of utility maximization. Differences in predictive performance with utility-maximizing models are however small.

The chapter provides a detailed account of the different models, based on the principle of bounded rationality, that have been suggested over the years in travel behaviour analysis. The potential relevance of these models is articulated, model specifications are discussed and a selection of empirical evidence is presented. Aspects of an agenda of future research are identified.

The chapter outlines the principles underlying relative utility models, discusses the results of empirical applications and critically assesses the usefulness of this specification against commonly used random utility models and other context dependence models. It also discusses how relative utility can be viewed as a generalisation of context dependency.

In contrast to the conventional concept of random utility, relative utility assumes that decision-makers derive utility from their choices relative to some threshold(s) or reference points. Relative utility models thus systematically specify the utility against such thresholds or reference points.

Examples in the chapter show that relative utility model perform well in comparison to conventional utility-maximising models in some circumstances.

Examples of relative utility models are rare in transportation research. The chapter shows that several recent models can be viewed as special cases of relative utility models.

Argues that in today′s competitive marketplace, service providers have to compete with goods marketers in addition to other service providers in contexts where different brands of tangible goods serve as substitutes for services. Examines various mixed choice sets composed of goods and services alternatives. Describes various kinds of mixed choice sets and lists various factors that transform them. Draws implications for service providers for dealing with choice sets differing in the market position of services vis á vis goods alternatives.

The garbage can model showed that what appears to be irrational and unpredictable choices can be explained by processes that regulate attention allocation and the availability of choice alternatives. Because attention to alternatives fluctuates, the model generates context-dependent choices: evaluations of alternatives depend on the mix of other alternatives considered. I re-examine the mechanisms by which fluctuating attention can cause context-dependent choices. Using insights from behavioral decision theory I demonstrate how adding fluctuating attention to a well-known model of organizational decision making generates context-dependent choices of a kind that could not be explained by a maximizing process.

This research aims to analyse the housing demand in northern France with respect to socio-demographic variables and the distance between the residence and the workplace.

Econometrics with discrete choice models are used to study the three main dimensional choices of housing demand: tenure, type and location. A contribution is to use a heteroscedastic logit model where the variance of the error term is allowed to differ over alternatives and to capture in particular the heterogeneity of tastes. As a matter of fact, household characteristics are very likely to influence the magnitude of the scale parameter in the choice of housing alternatives and then influencing the results if it is not taken into account. Applications for housing demand are nearly non-existent. This paper fills this gap.

Econometric estimation confirms that residential choices are influenced by age, income and size of the household, as well as by the rent-to-income ratio. An increase in any of these variables decreases the probability of choices of all the alternatives other than the most often chosen alternative (which is for this application house ownership in the suburb). Moreover, the distance to work systematically influences the housing choice for single-parent families and two-earner households. Additionally, preferences are found to significantly differ between local housing markets, specifically between Lille (a large agglomeration and capital city of the North area) and Dunkerque (an industrialised area). The geographical areas are defined based on INSEE employment zones (“zones d’emplois”).

This research has been performed for the north of France and may not hold for other areas even though the methodology can be replicated and the mechanisms at play are quite similar elsewhere.

An important conclusion for sustainable development is the importance to improve city centre amenities relative to those of the suburb or to increase the services associated with high-density dwelling because clearly the most desired alternative remains a house in the suburb. The housing market in the Dunkerque area has some special features characterised by a strong industrial landscape (with port and heavy-duty industrial activities). In this context, amenities provided by the city centre offset the strong attraction of a house in the suburb.

This research shows that households with similar characteristics tend to prefer the same type of real estate property. Therefore, to avoid social segregation, it is important that housing supply respond to different household preferences and needs in the different segments of the housing market. Moreover, the housing supply should take into account the specificities of the geographical areas (both in terms of population who may have a different profile) and in terms of amenities.

This research is one of the very few conducted ones on discrete housing choices in France (with the notable exception of De Palma et al., 2007 for the choice of location). Three simultaneous choices are considered: tenure (including social housing which is almost always ignored), type of building and location. The authors have shown that it is important to take into account the heterogeneity of the preferences in the econometric model with a heteroscedastic logit model.

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.

There have always been concerns about task complexity and respondent burden in the context of stated choice (SC) studies, with calls to limit the number of alternatives, attributes and choice sets. At the same time, some researchers have also made the case that too simplistic a design might be counterproductive given that such designs may result in issues of omitting important decision variables. This paper aims to take another look at the effects of design complexity on model results. Specifically, we make use of an approach devised by Hensher (2004)¹ in which different respondents in the study are presented with designs of different complexity, and look specifically at effects on model scale in a UK context, adding to previous Chilean evidence by Caussade et al. (2005). The results of our study indicate that the impact of design complexity may be somewhat lower than anticipated, and that more complex designs may not necessarily lead to poorer results. In fact, some of the more complex designs lead to higher scale in the models. Overall, our findings suggest that respondents can cope adequately with large number of attributes, alternatives and choice sets. The implications for practical research are potentially significant, given the widespread use, especially in Europe, of stated choice designs with a limited number of alternatives and attributes.