Abstract
Discrete choice models have been successfully applied to travel decision contexts. Recently some new developments can be seen such as incorporation of marketing science techniques and dynamic modeling using panel data. The author has been developing a methodology for structural analysis of choice decision making using psychometric data, which is presented in the former half of this paper. On the other hand, if the choice models be applied to policy analysis of wider contexts, it might be necessary to reconsider or redefine the concept of “rational behavior” and “utility maximization”. The latter half of this paper discusses the possibility of reformulation of choice modeling paradigm from this point of view.
