Behavioral Theory Of Perspective Economics And Psychology As The Basis Preferences

Several studies on value of road safety (VRS) has been widely applied in various countries .One approach that is commonly used to calculate the VRS is to measure public willingnes to pay ( WTP ) in order to increase the safety aspect. In this model preferences are based on the behavioral theory of economics perspective that explains that every human behavior based on the preferences and each preference has a utility value further in human behavior will select preferences that have a high utility value. This model has been criticized from several researchers in the field of psychology because many factors affect human behavior and the researchers believe the results of measurements of preferences in this model is still a bias that ultimately affect the validity of the results of the calculation of VRS. For these reason the objective of this research is to develop a model of VRS by combining behavior forecasting from the economics perspective and psychology perspective so that the result is closer to reality . Keywords : Value of Road Safety??, Preferences, Behavior Theor