The framing of drivers' route choices when travel time information is provided under varying degrees of cognitive load

In two experiments, participants chose between staying on a main route with a certain travel time and diverting to an alternative route that could tak e a range of travel times. In the first experiment, travel time information was displayed on a sheet of paper to participants seated at a desk. In the second experiment, the same information was displayed in a virtual environ ment through which participants drove. Overall, participants were risk-aver se when the average travel time along the alternative route was shorter tha n the certain travel time of the main route but risk-seeking when the avera ge travel time of the alternative route was longer than the certain travel time along the main route. In the second experiment, in which cognitive loa d was higher, participants simplified their decisionmaking strategies. A si mple probabilistic model describes the risk-taking behavior and the load ef fects. Actual or potential applications of this reseal ch include the devel opment of efficient travel time information systems for drivels.