HABIT, INFORMATION ACQUISITION, AND THE PROCESS OF MAKING TRAVEL MODECHOICES

Three studies examined the role of habit on information acquisition co ncerning travel mode choices. On the basis of Triandis' (1980) model o f attitude-behaviour relations it was expected that habit strength att enuates the elaborateness of choice processes. The studies focused on different phases in the choice process, namely the appreciation of sit uational cues and appreciation of choice option information. In line w ith expectations, if was found that, compared to weak habit participan ts, those who had a strong habit towards choosing a particular travel mode acquired less information and gave evidence of less elaborate cho ice strategies. If was attempted to break effects of habit by manipula ting either accountability demands or level of attention. Although acc ountability demands raised the level of information acquisition, no in teractions with habit were found. Enhanced attention to the choice pro cess initially did override habit effects in a sei ies of choice trial s. However, in spite of this manipulation, chronic habit effects emerg ed during later trials. The results demonstrate the profound effects t hat habit may, have on the appreciation of information about choice si tuations and choice options. (C) 1997 John Wiley & Sons, Ltd.