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Two short telephone surveys were administered to a group of subjects who regularly travel the North Central Expressway in Dallas, Texas, for their daily home-to-work trip to the Dallas central business district. Subjects were presented with eight hypothetical traffic radio messages that varied three corridor attributes believed to affect motorist diversion decisions: the location where the traffic message recommended diverting from the expressway, the location where the traffic congestion on the expressway was said to exist (relative to the location where motorists were advised to divert), and the alternative route (a toll road or an arterial street) recommended in order to save time. Survey subjects were asked to indicate the time savings value that they would require to cause them to divert from the primary route. The results of the study suggested that motorist diversion decisions in response to a given time saved message vary dramatically, even for a group of motorists with the same origins and destinations making a morning work trip. Consequently, the widely differing attitudes and preferences of individual drivers concerning the characteristics of a corridor (i.e., what routes are available, where to divert, and the like) could not be systematically categorized on the basis of recommended route, diversion location, or congestion location.
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