Visual Context and Behavioral Priming in Pedestrian Crossing Decisions: Evidence from a Stated Preference Experiment in Ecuadorian Urban Areas

Pedestrian safety in developing countries faces critical challenges from rapid urbanization and infrastructure deficiencies. This study investigates how visual context influences pedestrian crossing preferences through a controlled stated preference experiment in multiple Ecuadorian cities. A sample of 875 participants was randomly assigned to view either non-compliant (mid-block crossing) or compliant (signalized crosswalk) imagery before evaluating six hypothetical scenarios involving three crossing alternatives. Multinomial logit models reveal that waiting time, traveling with a minor, and walking distance are primary determinants of choice. Visual context showed systematic associations with choice patterns: compliant imagery was associated with increased preference for safer alternatives (50.5% versus 43.8% prediction accuracy) and larger safety-related parameter magnitudes. Principal Component Analysis identified two latent perception constructs, safety/security and bridge-specific convenience, providing behavioral interpretation of choice patterns. Substantial spatial heterogeneity emerged across cities (χ² = 124.10 and 84.74, <i>p</i> < 0.001), with larger urban centers showing stronger responsiveness to formal infrastructure cues. The findings demonstrate that visual stimuli systematically alter choice distributions and attribute sensitivities through normative activation and perceptual recalibration. This research contributes methodologically by establishing visual framing effects in stated preference frameworks and provides actionable insights for pedestrian infrastructure design, emphasizing alignment of objective safety improvements with perceived risk and contextual behavioral cues.