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_id ddss2008-03
id ddss2008-03
authors Zhu, Wei and Harry Timmermans
year 2008
title Incorporating Principles of Bounded Rationality intoModels of Pedestrian Shopping BehaviorTheory and Example
source H.J.P. Timmermans, B. de Vries (eds.) 2008, Design & Decision Support Systems in Architecture and Urban Planning, ISBN 978-90-6814-173-3, University of Technology Eindhoven, published on CD
summary The modeling and simulation of pedestrian behavior has been dominantly relied on rational choice models in which pedestrians are assumed to be capable of processing a large number of choice alternatives and trade off attribute utilities. In reality, however, pedestrian behaivor shows the evidence of bounded rationality. They simplify the decision problem by considering a limited number of factors as well alternatives, using heuristics to arrive at satisfactory as opposed to optimal choices. Incorporating principles of bounded rationality in pedestrian modeling will benefit the understanding of individual decision processes and planning practice. This paper proposes an approach that models the cognitive processes such as filtering factors, constructing preference structures, deriving heterogeneous decision heuristics, and selecting decision strategies. The approach is also exemplified through estimating the model on pedestrian store patronage behavior data, collected in a shopping center in Shanghai, China. The results show the estimated probabilities of usage of decision strategies and the sequences of factor search. Compared with the conventional multinomial logit models, the results indicate the statistical advantages of the new approach.
keywords Bounded rationality, decision heuristics, heterogeneity, pedestrian, store patronage decision
series DDSS
last changed 2008/09/01 15:06

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