The influence of habit formation on modal choice —a Heuristic model

Most modal split models have been based on the assumption of rational behaviour in an individual's choice evaluation of the generalised costs of modal alternatives. This paper integrates conceptual and empirical information from a wide range of sources and points towards an alternative way of looking at modal choice. The main conclusion is that the car is usually perceived as the superior mode for vehicular travel and that the potential user is committed to its use largely through the act of purchasing it. The conceptual structure of a sequential modal split model is outlined as one that is based on a four-stage decision-making framework which considers the role of learning and habit-formation. In the conclusion, the implications of this approach are considered in terms of the conventional modal split and trip generation submodels, and certain policy measures are assessed.