A theory of cognitive structure is presented which is potentially capable of providing a conceptual framework for the study of transport behaviour, and by making use of this theory and the models derived from it, problematic areas in attitude and attribute research in transportation are discussed. An exploratory empirical study is described which successfully tests some of the relationships inherent in the theory in a transport context. Significant correlations were observed between overall attitude towards use of a travel mode and the products of evaluation and belief strength summed over a short series of perceived outcomes of use of that mode. The content, strength, and associated evaluations of salient beliefs about use of a travel mode were monitored during a period of change in the conditions of the service. Predictable changes in belief structure were observed, demonstrating the sensitivity of the techniques used.
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