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Published in:
2015 | OriginalPaper | Chapter
Uncertain Travel Environments And Risk Attitudes Scales
Authors : Zhongwei Sun, Theo Arentze, Harry Timmermans
Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Risk attitudes play a key role in travel choices under uncertainty. Current practice of a-priori segmenting travelers into risk takers, risk avoiders and a risk-neutral category or of identifying latent classes based on actual travel decisions is limited in that it does not cover the full spectrum of risk attitudes on a continuous scale. Based on the conjecture that decision-making under uncertainty is domain-specific, the goal of this study is to develop a scale for measuring risk attitudes in uncertain travel environments. This project was funded by NWO-Connect in the context of the PITA program.