Sensitivity to Stress Desire to Help the Environment Sensitivity to Personal Travel Experience Insensitivity to Transport Costs Need for Flexibility Need for Time Savings Traveler Attitudes Use of Structural Equation Modeling for an Attitudinal Market Segmentation Approach to Mode Choice and Ridership Forecasting Maren L. Outwater, Cambridge Systematics, Inc. Steve Castleberry, San Francisco Bay Area Water Transit Authority Yoram Shiftan, Technion Moshe Ben-Akiva, MIT Yu Shuang Zhou, Cambridge Systematics, Inc. Arun Kuppam, Cambridge Systematics, Inc. IATBR Conference paper Session XXX Moving through nets: The physical and social dimensions of travel 10 th International Conference on Travel Behaviour Research Lucerne, 10-15 August 2003