Accounting for systematic heterogeneity across car
commuters in response to multiple TDM policies: case
study of Tehran
 Springer Science+Business Media New York 2015
Abstract Modeling commuters’ choice behavior in response to transportation demand
management (TDM) helps in predicting the consequences of TDM policies. Although
research looking at choice behavior has evolved to investigate preference heterogeneity in
response to factors influencing mode choice, as far as we know, no study has considered
taste variation across commuters in response to multiple TDM policies. This paper
investigates the presence of systematic preference heterogeneity across commuters, in
response to the TDM policies that can be explained by their socio-economic or commuting-
related characteristics. Analysis is based on results of a stated preference survey
developed using a Design of Experiments approach. Five policies were assessed in order to
study the impact they had on how commuters chose their mode of transportation. These
include increasing parking cost, increasing fuel cost, implementing cordon pricing,
reducing transit time and improving access to transit facilities. For the sake of assessing
both systematic and random preference heterogeneity across car commuters, a form of the
Mixed Multinomial Logit (MMNL) model that identifies sources of heterogeneity and
consequently makes the choice models less restrictive in considering both systematic and
random preference variation across individuals was developed. The sample includes 366
individuals who regularly commute to their workplace in the city center of Tehran, Iran.
The likelihood function value of this model shows a significant improvement compared to
the base MNL model, using the same variables. The MMNL model shows that taste
variation across the studied commuters results in differences in influences estimated for
three policies: increasing parking cost, reducing transit time and improving access to
& Meeghat Habibian
habibian@aut.ac.ir
Ali Rezaei
a.rezaaei@gmail.com
1 Department of Civil and Environmental Engineering, Amirkabir University of Technology, Tehran,
Iran
2 Transport Research for Integrated Planning (TRIP) Lab, Department of Geography, Planning and
Environment, Concordia University, 1455 de Maisonneuve W., H 1255-15 (Hall Building),
Montreal, QC, Canada
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