Keynote speaker: Prateek Bansal

National University of Singapore,

Integrating Attention and Response Time Data into Cognitive Psychology Models to Understand Discrete Choices

Traditional choice data captures outcomes, not processes. Response times and attention patterns, increasingly available at scale through webcam-based eye-tracking, reveal how decisions are made, not just what was chosen. Standard utility models struggle to absorb these signals or explain phenomena like the decoy effect and intra-individual heterogeneity. This talk makes the case for sequential sampling models as a more natural framework: one where attention and response time emerge directly from the decision process, improving both the interpretability of estimates and the efficiency of inference

Prateek Bansal is a Presidential Young (Assistant) Professor at the National University of Singapore (NUS). Before joining NUS in 2022, he was a Leverhulme Trust Early Career Fellow at Imperial College London and did a Ph.D. from Cornell, an MSc from UT Austin, and a BTech from IIT Delhi. Prateek leads the Behavioural Computational Science Lab at NUS and the Adaptive Mobility module at Future Cities Laboratory Global. His research group is interested in creating new methods to address challenging questions related to mobility behavior and the adoption of emerging technologies at an individual level and on an urban scale. His research has led to over 80 journal articles. Apart from the top Transportation journals, he regularly publishes in interdisciplinary journals like Nature Communications and Statistics and Computing. He serves as the Associate Editor of Transportation Research Part A: Policy and Practice and Transportation Research Part B: Methodological. He is a member of the TRB's standing committees on Travel Data & Methods (AED17) and an elected board member of the International Association of Travel Behavior Research (IATBR).