The automatic activation of goal-directed behaviour: The case of travel habit

In the present paper, automaticity in habitual travel mode choice behaviour was investigated. Expanding on the idea that habits are mentally represent ed, it was proposed that when travel behaviour is habitual, activation of a travel goal automatically activates a travel mode in memory. In an experim ent, participants were presented with travel goals (e.g. having to go to th e university) and asked to mention a transport mode. The typical travel mod e choice for those destinations was either permitted, or not permitted unde r conditions of cognitive load or not. Results showed that suppressing habi tual responses is difficult, and often not successful under conditions of c ognitive load, indicating that a transport mode choice can become automatic ally associated with travel goals. (C) 2000 Academic Press.