Axhausen, Kay W.
Some behavioral modelling of travel demand rests on the assumption that travel choices are related to utility expected from participation in activities which travel makes possible. With the aim of further clarifying the concept of utility of activity participation, two experiments were performed to provide empirical support for the hypothesis that the utility of the goal attained by participation in an activity may differ from the utility of activity participation per se. In Experiment 1 one group of university students rated likelihood of patronizing fictitious grocery stores, another group rated likelihood of impulse purchases. In support of the hypothesis, rated likelihood of patronizing the stores were independently affected by number of desirable goods available to purchase (goal utility), quality of personal service provided by staff (utility of activity participation), and travel time (cost). Rated likelihood of impulse purchases was only affected by quality of personal service. Consistent with these results, Experiment 2 showed that a representative group of participants in a travel survey chose fictitious grocery stores on the basis of number of available goods to purchase, quality of personal service, and travel time Show more
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PublisherDepartments of Psychology and Geography, University of Umeå and Centre for Transport Studies, Imperial College London
Organisational unit03521 - Axhausen, Kay W.
02226 - NSL - Netzwerk Stadt und Landschaft / NSL - Network City and Landscape
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