Travel decision reversals paradox of competitive metro lines: The Equate-to-differentiate Theory Interpretation

School of Transportation and Logistics, Southwest Jiaotong University, 999 Xian Road, Chengdu 611756, PRC

^a Corresponding author: xia.luo@263.cn

Abstract

Based on the equate-to-differentiate theory, this paper studies the paradox of preference reversal and choice reversal in traffic decision-making in parallel sections of Chengdu Metro Line No.2 and No.4. Travel decision reversals: preference reversals phenomenon (PRP) and choice reversals phenomenon (CRP) are found in the travel investigation for Chengdu Metro Line No.2 and No.4, and the reversals cannot be well explained by random error. Through experimental design of cautious control, the existence of these phenomena is confirmed. This paper establishes the judgment dimension system of option attributes, and designs three groups of psychological experiment in certain, uncertain and risk scenarios. Data analysis shows that PRP and CRP can be explained by the equate-to-differentiate interpretation. The phenomena of reversal are not due to the fact that preference and choice really reverses, but the variable strategic process. The equate-to-differentiate interpretation shows good consistency in the experiments and can predict and explain the preference and choice reversal of travel decision. At last, a comparative analysis which compares the results of the two models of the decision field theory is made and finally the conclusion is obtained.