Editing Mode choice (section)

==Returning to roots==
The discussion above is based on the economist’s utility formulation.  At the time MNL modeling was developed there was some attention to psychologist's choice work (e.g., [[Luce's choice axiom|Luce’s choice axioms]] discussed in his Individual Choice Behavior, 1959).  It has an analytic side in computational process modeling.  Emphasis is on how people think when they make choices or solve problems (see Newell and Simon 1972).  Put another way, in contrast to utility theory, it stresses not the choice but the way the choice was made.  It provides a conceptual framework for travel choices and agendas of activities involving considerations of long and short term memory, effectors, and other aspects of thought and decision processes.  It takes the form of rules dealing with the way information is searched and acted on.  Although there is a lot of attention to behavioral analysis in transportation work, the best of modern psychological ideas are only beginning to enter the field. (e.g. Golledge, Kwan and Garling 1984; Garling, Kwan, and Golledge 1994).