Mode choice modelling using elements of MINDSPACE and structural equation modelling

Ababio-Donkor, Augustus

Abstract

The last two decades have witnessed a rising research interest in integrated choice and latent variable (ICLV) modelling, in direct response to the inability of the traditional choice models to adequately explain the over half a century growing trend of vehicular traffic in cities around the world. With little variations, several researchers in transport choice behaviour have suggested that the theory behind the traditional choice models do not sufficiently account for the heterogeneity of human behaviour and observed choice preferences. Literature is replete with evidence suggesting that attitudes and perceptions significantly influence decision-making. The challenge for researchers is understanding the attitude with the most significant impact to include in the hybrid choice models.
Interestingly, recent literature on consumer behaviour suggests that MINDSPACE have a significant impact on behaviour. MINDSPACE is the mnemonic for Messenger, Incentive, Norms, Default, Salience, Priming, Affect, Commitment, and Ego, these behavioural effects are believed to offer robust way of analysing and influencing behaviour.
This study, therefore, exploits the potential benefits of these two new research areas to develop MINDSPACE enriched ICLV model to explain the underlying transport mode choice behaviour of the population of Edinburgh using five hundred responses collected in a mail-back revealed preference survey. The proposed model integrates variables from the MINDSPACE framework as latent variables in the ICLV model. The study found strong evidence aside the socio-demographic and mode specific variables that Norm, Salience, and Affect have a significant influence on transport mode choice, among others. Overall, the ICLV model demonstrates considerable improvement over a reference logit model. The study could prompt policy development toward urban transportation because the findings have broader policy implication for public transport and travel behaviour change.

• Thesis Type: Thesis
• Deposit Date: Dec 7, 2020
• Publicly Available Date: Dec 7, 2020
• DOI: https://doi.org/10.17869/enu.2020.2709043
• Keywords: Travel mode choice; Behavioural economics; MINDSPACE; Structural equation modelling; Integrated choice and latent variable models; Norms; Affects; Emotions; Ego; Narcissism; Salience
• Public URL: http://researchrepository.napier.ac.uk/Output/2709043
• Award Date: Oct 5, 2020