Abstract
In the development of traffic measures behaviour of individual travellers is often just analyzed from a system point of view without considering the motivational perspective of the individual. Too often only rational motives for behaviour are considered, while irrational aspects such as habits and impulses are neglected. The authors of this paper discuss the limitation of the model of reasoned behaviour and present a new model for behaviour change. By considering this model the traffic policy will in general become more effective. Finally, a methodology is presented to incorporate knowledge from behavioural sciences into actual policymaking. (A) See also IRRD 895774 (see C 9516).