ATTITUDE MEASUREMENT IN HIGHWAY CORRIDOR STUDIES: PAST, PRESENT AND FUTURE.

A need exists for the development of reliable and valid measures of consumer attitudes towards highways. This need has been engendered by the reconceptualization of the purpose of transport systems as public-serving rather than geography-serving facilities. The outlines of a method of measuring attitudes used in the discipline of industrial psychology (the method of weighted instrumentalities) has been suggested as a meaningful approach to the development of the attitudinal criterion required for planning highway research. A pilot study involving the use of this measure of attitudes is presented as a hopeful sign that planners can acquire valid data on consumer reaction to proposed highway routes.