INTRODUCTION
Standard discrete choice models typically assume a common scale parameter, an approach that risks substantially biasing the interpretation of preferences and willingness-to-pay by ignoring inherent scale heterogeneity. This seminar will describe a novel modelling approach for capturing variations in choice consistency using a heterogeneous scale hybrid choice model, incorporating subjective factors such as cognitive effort, survey engagement, and information-processing behaviour. An innovative survey design and data collection framework for evaluating these decision processes across both individuals and distinct choice situations will be presented.
ABOUT THE LECTURER
Professor Juan de Dios Ortúzar is Emeritus Professor at Pontificia Universidad Católica de Chile and an ISCI Key Researcher. A pioneer in discrete choice modeling, his global impact is highlighted by an Honorary Doctorate, the Humboldt Research Award, and the IATBR Life Achievement Award. Highly influential, he boasts over 22,800 citations, an H-Index of 63, and 250+ mainstream publications. He has mentored 68 postgraduates, co-authored the definitive textbook Modelling Transport, and formerly served as Editor-in-Chief of Transportation Research Part A.