TASK COMPLEXITY IN MULTI-ATTRIBUTE STATED CHOICE ENVIRONMENTAL VALUATION

Abstract

This study aims to investigate task complexity problems in attribute-based stated choice valuation of non-monetary costs of automobile use. Two factors leading to task complexity problems were considered: (1) non-linearity in the utility function indicating uncertainty in preferences, and (2) parameterization of the scale of the stochastic error of the utility indicating decision complexity. Empirical investigations on the complexity of non-market attributes valuation were made based on a web-based stated route choice survey of work trips in Metro Manila. The results show strong suggestions that degree of complexity of the choice problem is affected by not only the number of alternatives but also by the range and the description of attributes.