Paper Details

TRB 91st Annual Meeting (January 22-26, 2012)

Event Number:	711
Event Title:	Innovations in Activity and Travel Behavior
Event Date:	Jan 25 2012 8:30AM- 10:15AM
Event Location:	Hilton, International Center
Event Description:
Event Agenda:

Investigating Effects of Psychological Factors on Commuting Mode Choice Behavior (12-1192)

This paper utilizes socio-psychometric data measured using ad hoc surveys to investigate the influence of attitudes, affective appraisal and habit formation on commuting mode choice. The dataset was collected in 2009-2010 in Edmonton, Alberta. In addition to common socioeconomic, demographic and modal attributes, the survey gathered psychological information regarding habitual behaviour, affective appraisal and personal attitudes. Different psychometric tools were used to capture psychological factors affecting mode choice. Habitual behaviour was measured by using Verplanken’s response-frequency questionnaire. Affective appraisal was indirectly estimated using the Osgood's semantic differential. Five-point Likert scales were used to measure attitude. The Structural Equation Modelling (SEM) approach was used to investigate the effects of psychological factors on mode choice behaviour. SEM captures the latent nature of psychological factors and uses path diagram to identify the directionality as well as intensity of the relationships. The investigation reveals that passengers have positive emotions towards their chosen mode. Further, evidence of the superiority of the car as a travel alternative was established in terms of strong habit towards it, such that passengers would use the car for almost every single trip.

Authors
     Idris, Ahmed Osman, University of Toronto, Canada
     Nurul Habib, Khandker M., University of Toronto, Canada
     Tudela, Alejandro , Universidad de Concepcion, Chile
     Shalaby, Amer , University of Toronto, Canada