Choice Modelling Perspectives on Social Influence in Travel Behaviour

51 Pages·2015·2.74 MB·English

by  Mike M

Choice Modelling Perspectives on
Social Influence in Travel Behaviour:
A Behavioural Review with Future Research Directions
Michael Maness, Ph.D.
Graduate Research Assistant
University of Maryland

Centre for Transport Studies Seminar Series
Imperial College London
30 September 2015
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Acknowledgements a
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Cinzia Cirillo, University of Maryland
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Elenna Dugundji, CWI
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Two anonymous referees
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Presentation follows closely from:
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M. Maness, C. Cirillo, and E. Dugundji (2015). Generalized Behavioral
Framework for Choice Models of Social Influence: Behavioral and Data
Concerns in Travel Behavior. Journal of Transport Geography, 46, 137-150.
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Outline a
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Short Example
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Introduction
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Social Influence: Types and Motivations
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Social Networks: Formation and Structures
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State-of-the-Art in Transport
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“The Common” Conformity Model
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Getting More Out of the Models
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Future Research Directions
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Forms of Social Interactions in M
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Travel-Activity Behavior a
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How social
An individual’s
connections bring
decision making
value to an
process is altered
Social Social
individual by
by the actions,
Influence Capital
enabling action and
behaviors,
providing access to
attitudes, and
resources
beliefs of others
Social
Networks
Learning new The active
behavior and coordination of
Social Social
beliefs through travel and
Learning Cooperation
observation and activities between
experience individuals
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Motivating Example a
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College students in the US are
more likely to use a bicycle than
non-students.
Why is this true?
1. Theoretical
So how do we get more
2.
Practical
non-students to cycle?
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Explanation Types a
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Individual-Level Effects
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Endogenous Social Influence Effects
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Contextual Social Influence Effects
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Social
Social Network Structure
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Correlated Individual-Level Effects
 Non-Social
(Unobservables)
Correlated Environmental Effects
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Individual-Level Effects a
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Endogenous Social Influence Effects e
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Cycling decisions depend on the choices of others
because of social norms and conformity (Dill and
Voros 2007). This can cause a self-perpetuating
cycle of low cycling rates in neighborhoods with
non-students and high cycling rates in
neighborhoods with students. For example, this can
lead to a situation whereby once a few people start
cycling, a critical mass is reached, and cycling
becomes more popular.
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Contextual Social Influence Effects e
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Preferences for automobiles may be higher among
lower income individuals compared to higher
income individuals (Parkin et al. 2008). Higher
income individuals have higher bicycle ownership
and tend to cycle more often than lower income
individuals. Plus, college enrollment in the US tends
to increase with rising household income…
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Social Network Structure a
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More Diffusion Paths Fewer Diffusion Paths
Note: Circles represent individuals, lines represent ties between connected individuals.