Explicit and implicit attitudes toward cycling behavior in a university setting

Cycling is a healthy mode of transportation that also reduces car use and its associated environmental impact. The present study seeks to examine attitudes toward bicycles (versus cars) from a dual-process perspective. Implicit and explicit attitudes were evaluated in a sample of people who commute to university on bicycle, by car or via public transportation. Explicit attitudes were assessed using traditional self-reporting methods, while implicit attitudes were measured using a computer-based reaction time task (the Implicit Association Test). A total of 160 participants completed both measures in counterbalanced order. Results indicate that: (a) implicit and explicit attitudes are moderately and positively correlated; (b) both types of attitudes are associated with travel behavior, and (c) explicit attitudes are more consistently associated with behavioral intention and explicit preference for a transportation mode. The findings suggest that both types of attitude play a role in explaining cycling behavior, and that the understanding of this travel behavior would benefit from dual-process approaches.