Modelling the influence of social interaction and social learning on travellers’ behaviour using inductive methodology

Sunitiyoso, Yos, Avineri, Erel and Chatterjee, Kiron (2007) Modelling the influence of social interaction and social learning on travellers’ behaviour using inductive methodology. 39th Annual Conference of the Universities’ Transport Study Group, , Harrogate, United Kingdom. 03 - 05 Jan 2007.

Abstract

This study aims to investigate the influence of social interaction and social learning on travellers' behaviour using an inductive methodology. The methodology utilizes laboratory and simulation experiments. A social dilemma situation which is formulated in a hypothetical employer-based demand management measure is used as the case study.

The laboratory experiment is used to demonstrate the dynamic processes of travellers on making repeated travel decisions. It also allows investigation of the dynamics of each individual’s behaviour as well as the group behaviour. Analyses on group and individual behaviours of travellers provide some indications about the existence of some types of social and individual learning mechanism in their decision making.

The results of the laboratory experiment also provide basic information for developing a simulation model in the next stage of the study. The simulation experiment utilizes an agent-based simulation model to simulate and analyse behaviours of individuals in larger environments, larger group sizes, longer time periods, and various situational settings. The simulation experiments provide indications, which are supported by evidences obtained from the laboratory experiment, that social information may have both positive and negative effects on individuals’ behaviour, depending on the form of social learning mechanisms that are used by individuals.

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