The effect of task complexity on stated choice processes: The moderating role of cognitive ability

There is ample evidence that individuals’ evaluation and choice of transportation-related alternatives in stated experiments vary by task complexity. Previous research has analyzed experimental error primarily as a function the number alternatives, attribute (levels) response time. It ignored fact cognitive ability individuals may be another important moderating variable. Another limitation previous been studied exclusively for utility-maximizing models, not more recently introduced regret-rejoice models. To augment this body research, study therefore proposes two advanced flexible reference-dependence based on concepts regret rejoice, argues information processing depends complexity, which affected only load time but also subjects’ ability. We apply an integrated approach examining both varying variance term simplifying complexity considering partial information. Furthermore, we explore how effect differs between long-term short-term decision problems. end, with are designed, one related to context (route choice) about (residential choice). Cognitive explicitly measured using validated psychological test. Results show inclination consider full arriving at increases increasing Response age appeared other significant determinants magnitude choices. The proposed models outperform conventional utility model regret- rejoice result less prediction market share. improvement performance pronounced complex tasks.