Prevalence of alternative processing rules in the formation of daily travel satisfaction in the context multi-trip, multi-stage, multi-attribute travel experiences

Yanan Gao (Corresponding author), Soora Rasouli, Harry Timmermans, Yuanqing Wang

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Requesting respondents to provide satisfaction ratings for multi-stage trips or daily travel experiences implies they have to value each stage, respectively trip, based on memory recall and then cognitively integrate these judgments into the requested satisfaction rating. Our knowledge about the prevalence of alternate processing rules that may be used to arrive at trip satisfaction ratings is very limited. Research on this topic in travel behavior analysis is very scarce indeed. In contributing to the research on travel satisfaction, we therefore compare the performance of different processing rules using data on satisfaction with public transport trips from Xi’an, China. Based on the results of this study, we found the peak-end rule, except for the disjunctive rule, consistently had the lowest explained variance, also after controlling for socio-demographics, mood and personality traits. Rather, for all estimated models, the conjunctive processing rule had the highest associated explained variance. It suggests that the trip stage, respectively trip, with the lowest satisfaction dominates overall satisfaction. Also, we did not find much evidence of a recency effect. Rather, the satisfaction of the first trip or stage has higher marginal effects on overall satisfaction than more recent trips or stages.

Original languageEnglish
JournalTransportation
DOIs
Publication statusE-pub ahead of print - 2020

Fingerprint

travel
travel behavior
public transport
Processing
experience
rating
Data storage equipment
attribute
effect
behavior analysis
personality traits
mood
analysis
China
performance
evidence
Values

Keywords

  • Mood
  • Multi-stage trips
  • Personality traits
  • Processing rules
  • Travel satisfaction

Cite this

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title = "Prevalence of alternative processing rules in the formation of daily travel satisfaction in the context multi-trip, multi-stage, multi-attribute travel experiences",
abstract = "Requesting respondents to provide satisfaction ratings for multi-stage trips or daily travel experiences implies they have to value each stage, respectively trip, based on memory recall and then cognitively integrate these judgments into the requested satisfaction rating. Our knowledge about the prevalence of alternate processing rules that may be used to arrive at trip satisfaction ratings is very limited. Research on this topic in travel behavior analysis is very scarce indeed. In contributing to the research on travel satisfaction, we therefore compare the performance of different processing rules using data on satisfaction with public transport trips from Xi’an, China. Based on the results of this study, we found the peak-end rule, except for the disjunctive rule, consistently had the lowest explained variance, also after controlling for socio-demographics, mood and personality traits. Rather, for all estimated models, the conjunctive processing rule had the highest associated explained variance. It suggests that the trip stage, respectively trip, with the lowest satisfaction dominates overall satisfaction. Also, we did not find much evidence of a recency effect. Rather, the satisfaction of the first trip or stage has higher marginal effects on overall satisfaction than more recent trips or stages.",
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Prevalence of alternative processing rules in the formation of daily travel satisfaction in the context multi-trip, multi-stage, multi-attribute travel experiences. / Gao, Yanan (Corresponding author); Rasouli, Soora; Timmermans, Harry; Wang, Yuanqing.

In: Transportation, 2020.

Research output: Contribution to journalArticleAcademicpeer-review

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AB - Requesting respondents to provide satisfaction ratings for multi-stage trips or daily travel experiences implies they have to value each stage, respectively trip, based on memory recall and then cognitively integrate these judgments into the requested satisfaction rating. Our knowledge about the prevalence of alternate processing rules that may be used to arrive at trip satisfaction ratings is very limited. Research on this topic in travel behavior analysis is very scarce indeed. In contributing to the research on travel satisfaction, we therefore compare the performance of different processing rules using data on satisfaction with public transport trips from Xi’an, China. Based on the results of this study, we found the peak-end rule, except for the disjunctive rule, consistently had the lowest explained variance, also after controlling for socio-demographics, mood and personality traits. Rather, for all estimated models, the conjunctive processing rule had the highest associated explained variance. It suggests that the trip stage, respectively trip, with the lowest satisfaction dominates overall satisfaction. Also, we did not find much evidence of a recency effect. Rather, the satisfaction of the first trip or stage has higher marginal effects on overall satisfaction than more recent trips or stages.

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