This paper addresses the following limitations of models of bounded rationality suggested in transportation research: (i) applications focus on thenon-compensatory nature of the models and largely ignore the factor selection process; (ii) the heterogeneity of heuristics for a decision is insufficiently acknowledged; (iii) the selection of decision strategy is rarelystudied. An approach that simultaneously deals with these issues is suggested. First, factor thresholds are assumed as a mechanism for factor selection and categorization, resulting in a set of activated and non-activatedfactor states. Under the assumption of stochastic contextual effects, themodel automatically generates heterogeneous choice heuristics, including the conjunctive rule, disjunctive rule and lexicographic rule. The conceptof preference tolerance is used to explain the process of heuristic selection under different decision contexts. Mental effort and risk attitude influence the choice of heuristic. The modeling approach is illustrated using the go-home decision of pedestrians in a shopping street in China as an example.
Samenvatting