How to better represent preferences in choice models: The contributions to preference heterogeneity attributable to the presence of process heterogeneity

Discrete choice studies, with rare exception, commonly assume that agents act as if sources of observed utility are captured through a linear in parameters and additive in attributes (LPAA) form, with some interactions. A growing number of transport (and other) choice studies have investigated one or more alternative processing rules adopted by agents in arriving at a choice, raising interest in how best to represent the utility expressions in a...