Effects of task complexity and time pressure on activity-travel choices: heteroscedastic logit model and activity-travel simulator experiment

This paper derives, estimates and applies a discrete choice model of activity‐travel behaviour that accommodates potential effects of task complexity and time pressure on decision‐making. To the best of our knowledge, this is the first time that both factors (task complexity and time pressure) are jointly captured in a discrete choice model. More specifically, our heteroscedastic logit model captures potential impacts of task complexity and time pressure through the scale of the utility of activity‐travel options. We collect data using a novel activity‐travel simulator experiment that has been specifically designed with the aim of testing our model. Results are in line with expectations, in that higher levels of task complexity and time pressure are found to result in a smaller scale of utility. In other words, higher levels of task complexity and time pressure lead to more random choice behaviour and as a consequence to less pronounced differences in choice probabilities between alternatives. An empirical illustration suggests that choice probability‐differences between models that do and those that do not capture these effects, can be very substantial; this in turn suggests that failing to capture the effects of task complexity and time pressure in discrete choice models of activity travel decision‐making might lead to serious bias in forecasts of the effects of transport policies.