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Stated preference experiments have been known to suffer from the lack ofrealism. This issue is particularly visible when the scenario doesn't have awell understood prior reference e.g. in case of the autonomous vehicles relatedscenarios. We present Virtual Immersive Reality Environment (VIRE) that iscapable of developing highly realistic, immersive, and interactive choicescenario. We demonstrate the use of VIRE in the pedestrian preferences relatedto autonomous vehicles and associated infrastructure changes on urban streetsof Montr\'eal. The results are compared with predominantly used approaches i.e.text-only and visual aid. We show that VIRE results in better understanding ofthe scenario and consistent results.

Virtual Immersive Reality for Stated Preference Travel Behaviour Experiments: A Case Study of Autonomous Vehicles on Urban Roads