Developments in methodology and applications in travel behaviour research continue to diversify to capture the growing complexity of human travel activity and coping strategies. The random utility theory (RUM) paradigm on which many econometric and empirical studies have been based since the mid-1970's has been challenged by the bounded utility maximisation or satisficing paradigm. More recently, the rules-based paradigm from psychology has attracted considerable interest and shows signs of offering a serious 'alternative' paradigm to RUM. This book highlights the competition between these...