The Influence Of Attitudinal And Situational Variables On Urban Mode Choice

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 1980 Academy of Marketing Science (AMS) Annual Conference held in Dallas, Texas, entitled Marketing Horizons: A 1980's Perspective.

Human Judgment and Decision Processes in Applied Settings is the second to two volumes that attempt to define the areas of progress in the understanding of human decision making processes. The first volume, Human Judgment and Decision Processes (Academic Press, 1975) was concerned with formal and mathematical approaches to the problems of judgment and decision making. The major theoretical orientations (information integration theory, signal detection theory, portfolio theory, and multiattribute-utility measurement) were presented and their rationales discussed. The present volume is concerned with the application of these theories, and the various techniques derived from them, to the problems of decision making in the everyday world. The chapters reflect the many modifications and adjustments that must be made to mathematical rules in order to apply decision theory models in the real world. The tools described serve a broad variety of interests: those of the urban health or social planner, the organizational manager, the researcher, the educator, and, in fact, all of those who must weight evidence to reach decisions. Planner, manager, researcher, teacher, policymaker—all will find assistance in overcoming the commonly encountered roadblocks when one must choose between alternatives in what remains an uncertain world.