A generalized rationally inattentive route choice model with non-uniform marginal information costs

Information consumes attention. In the information-rich society, a wealth of information can support decision-making, but it can also create poverty of attention to and inability to make the best use of information. This study applies the theory of rational inattention in modelling traveller’s route choice behaviour, where the attention (costs) to information is non-uniform. We establish the mathematical formulation of a generalized rationally inattentive route choice model with non-uniform marginal information costs, and prove that the optimal conditional route choice probabilities for all the routes always locate within the interior of the feasible region of the route choice model. Based on this property, we analytically characterize the closed-form expression of the optimal conditional choice probabilities, and devise an efficient iterative solution algorithm to compute them. Finally, two numerical examples are conducted to demonstrate the theoretical properties of the rationally inattentive route choice behaviour. This behavioural modelling approach provides an insight on how the rationally inattentive travellers spontaneously learn the optimal route choice from the acquired information.