Identifying instant utility (latent emotion) triggers using psychophysiological indicators with an Experience-Based Choice Model in a travel experiment

Abstract

We propose the Experience-Based Choice Model (EBCM), a novel approach capable of: (1) revealing the triggers of instant utility (emotions) in a transportation context, (2) measuring instant utility using psychophysiological indicators, and (3) estimating choices based on experiences. This framework combines the canonical discrete choice modelling, with the cyclical idea of decisions influenced by hedonic measures of experiences. In this article, we apply the components (1) and (2) of EBCM with data from a real-life travel experiment, in which skin temperature (SKT), heart rate (HR), heart rate variation (HRV), and electrodermal activity (EDA) were measured with a specially designed wristband. Using a latent variable approach, the main results show that instant utilities are sensible, to the travel mode; speed; crowding; brightness; and noise. In addition, it is shown that the participants kept a biased memory of the emotions and that EDA and SKT are meaningful indicators of instant utilities.