Habits and the subexploration of better transportation options: A dual-system approach

In psychology, choices are influenced by either goal-directed or habitual systems, which are represented by model-based (MB) and model-free (MF) reinforcement learning algorithms. This paper introduces these concepts into the transportation literature and shows that individuals with habitual tendencies often fail to consider new, potentially superior, alternatives. Across two experiments, participants chose between two bus options, with a third, objectively superior option introduced in a later phase. In both experiments, participants engaging in habitual behavior were less likely to explore the new alternative. Furthermore, we found habitual tendencies were moderated by self-reported stress levels, which is consistent with previous results in the psychological literature. This implies that new transportation modes or routes may remain underused as travelers adhere to habitual patterns, disregarding the introduction of potentially better alternatives, and prompt for public policies that aim to promote goal-directed behavior.