Travel Choice Behavior Model Based on Mental Accounting of Travel Time and Cost

Figure 3

Value function of mental accounting theory. (a) Both outcomes are gains or losses. (b) One is gain and the other is loss (gain is greater than loss). (c) One is gain and the other is loss (gain is much less than the loss). (d) One is gain and the other is loss (gain is slightly less than the loss).

(a)

(b)

(c)

(d)