Utility Maximization Under Strict Rationality On The Choice Between Highway And Sideway

With the development of the fifth-ring road, the route choice between the highwayand sideway therefore, is imperative in more and more people's daily life. However,influenced by non-rational factors such as habitual effect, people would possiblyperceive the same traffic information in different ways. Moreover, without auniformed perception on traffic information, it is difficult for travelers to maximizetheir utilities. This article firstly, based on bounded rationality, also known asindifference band approach, explains how people make decision under non-strictrationality in the real life. And then a mathematical model is established based onstrict rationality to work out how should people decide so as to maximize theirutilities. The conclusion is related to the absolute income of the travelers. Choicesuggestion is proposed in the article based on the analysis.