Tick-box surveys won’t capture the contextual influences on travel behaviour

I recently attended a course on behavioural economics (run by Anthony Tasgal on behalf of the Chartered Institute of Marketing) and of all the principles discussed the one that stuck in my mind was the ‘power of context’. What occurred to me was that while we are aware that context is important in the transport world, this is not acted upon as a matter of course, with the key considerations being journey time, cost, maybe comfort and perhaps personal characteristics such as age,...

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