An integrated choice and latent variable decision field theory model linking preferential choice responses and thinking patterns.

Thus far, models for large-scale multi-attribute, multi-alternative preferential choice data typically include sociodemographic parameters to capture deterministic heterogeneity in preferences and use random parameters or latent class constructs to capture stochastic heterogeneity. Integrated choice and latent variable (ICLV) models are also often used to explain both attitudinal responses and preferential choice. Recently, several ideas from psychology have been incorporated into large-scale choice modelling including the use of psychological choice models (decision field theory) for travel route and mode choice behaviour. However, thus far, neither econometric or psychological choice models have incorporated or modelled different possible thinking styles (e.g. `actively open-minded' vs `closed-minded'; `intuitive thinker' vs `effortful thinker') that may vary more substantially across individuals from different parts of the world. We collect attitudinal data, responses to questions on thinking style, and choice responses to stated preference tasks on travel mode from 1,100 respondents from the East (China, Singapore), Middle East (UAE) and the West (Sweden, UK, USA). In particular, we use the data to develop an integrated choice and latent variable decision field theory model that disentangles the effects of socio-demographic characteristics, attitudes towards the environment/technology adoption and thinking styles on the travel choices. The results reveal that there are significant differences in environmental awareness, technology adoption and thinking styles among the respondents. In particular, an individual’s geographical location has a larger impact on their choices, attitudes and thinking styles than sociodemographic variables such as age, gender and income.