Quantum choice models leap out of the laboratory: capturing real-world behavioural change.

Abstract

Quantum choice models have been recently introduced to travel behaviour modelling, showing significant promise in explaining preferential change as a result of a change in choice context. However, thus far, quantum choice models have only been applied to stated preference (SP) data. This paper focusses on the application of these models to revealed preference (RP) data and the methodological adaptations required to deal with the increased complexities that come with RP data. Using 2-week travel diaries from 273 individuals in/near Leeds, UK, we demonstrate that quantum choice models can effectively capture the impact of behavioural nudges used to shift travellers towards greener travel modes. The results demonstrate that the provision of feedback on behaviour relative to those of a similar demographic reinforces current behaviour: travellers who make more green choices become greener, whilst the converse is true for travellers who use make less green choices than average.