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Travel mode choice depends on psychological factors such as beliefs, attitudes and habits that may be influenced by the service level of the transportation mode. This paper hypothesizes that if a temporary change in public transportation service level induces lasting psychological changes, travel mode choice also may permanently change. An experiment targeting 43 drivers was conducted, in which a one-month free bus ticket was given to 23 drivers in an experimental group but not to 20 drivers in a control group. Attitudes towards, habits of and frequency of using automobiles and buses were measured immediately before, immediately after and one month after the one-month long intervention. Results showed that attitudes toward bus were more positive, frequency of bus use increased, and the habit of automobile use decreased from before the intervention, even one month after the intervention period. Furthermore, the increase in habitual bus use had the largest effect on the increase in the frequency of bus use. The results indicate a temporary structural change does seem to have the potential to change habit, attitude and travel mode choice, making it an effective candidate as a travel demand management tool.
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