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Travel Configuration on Consumer Trip‐Chained Store Choice
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Travel Configuration on Consumer Trip‐Chained Store Choice
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Journal Article
Travel Configuration on Consumer Trip‐Chained Store Choice
2004
Overview
We predict that in evaluating alternative equidistant trip chains (i.e., the combining of multiple destinations into a single outing), consumers will choose trip chains where destinations are more clustered (i.e., closer to each other) and further from the origin over equidistant trip chains where destinations are less clustered but closer to the origin. This prediction is based on the assumptions of diminishing marginal sensitivity and reference‐point dependence postulated by reference‐dependent theory. Results of the first experiment provide support for this prediction. Results of the second experiment provide evidence that trip‐chain configuration affects route choice via both facets of reference‐dependent theory.
