NONLINEAR AND NONCOMPENSATORY PERCEPTUAL FUNCTIONS OF EVALUATION AND CHOICE. IN: NEW HORIZONS IN TRAVEL-BEHAVIOR RESEARCH

This paper discusses the differences between current travel demand modeling practice and research in the areas of psychology, consumer behavior, and decision analysis. Suggested is that human perception is a nonlinear process; that a number of choice models quite unlike the multinominal logit have been developed and tested, often with a high degree of success; and that human decision processes are much more complex than those suggested by current travel demand theory. The paper also shows that a number of different methodologies and conceptual choice models seem to indicate that decision processes are much more complex than suggested by current directions in transportation research, and that further exploration of the process of decision making in travel choice could be a fruitful area of research.