The objective of this project is to explore the role of visual information in determining the users’ subjective valuation of multidimensional trip attributes that are relevant in decision-making, but are neglected in standard travel demand models. More specifically, this project aims at analyzing overcrowding perceptions in discrete choice experiments, with the use of visualization of passenger density in subway cars. Data will be collected in New York City, but a pretest with a small sample size will be performed with international collaborators in the subway system of Santiago, Chile.