It is known that attitudinal factors influence the willingness of individuals to use bicycles. A qualitative study was carried out to assess attitudes of cyclists and non-cyclists to cycling, with emphasis on exploring strategies that would encourage people to cycle. Thirteen focus groups were held, including two extended creativity sessions, in five towns. Projective techniques were used to de-layer responses and explore rationalisations and misperceptions. Stated preference exercises were also undertaken to verify and rank responses to cycle promotion strategies, including car restraint policies. A parallel study drew on experience from public health promotion and theories of motivation and behaviour change to devise a conceptual framework for interpreting and structuring the results from qualitative studies. Conclusions are drawn on the ways in which cycling should be promoted in the UK. (A)

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