Effect of attitudes, habit and affective appraisal on mode choice: an application to university workers

Traditionally, car use and modal choice, in general, have been studied under the random utility framework, assuming that individuals choose a particular mode based on their own socio-economic characteristics and the attributes describing the available options. This approach has originated useful models which have been able to explain modal split. However, at the same time, it has received critics because of its poor characterization of human behaviour and the weakness of its assumptions. Research has suggested that socio-psychological factors could help to understand better the choice process. In this paper, attitudinal theory and its link to human behaviour were used to select attitudes, habit and affective appraisals as explanatory variables. They were measured using ad-hoc instruments, which were combined with a revealed preference questionnaire, in order to obtain information about the traveller and the chosen mode. This instrument was applied to a sample extracted from staff members of the University of Concepcion, Chile. Analyses of attitudinal variables showed that car use habit was positively correlated to attitude and positive emotions towards car, implying that breaking the vicious circle of car use through persuasive techniques might be difficult. Estimation of discrete choice models showed that attitudinal variables presented a significant contribution to modal utility, and helped to improve both fitness and statistical significance. Results showed that choice can be influenced by factors related to attitudes and affective appraisal, and that their study is necessary in order to achieve an effective car use reduction.