Walter White was never going to stop cooking methamphetamine. Although this choice regularly and repeatedly turned out badly, the anti-hero protagonist of AMC’s Breaking Bad continued his work. Sometimes he perceived the alternatives to be unsafe; other times he just continued out of habit, or because he developed a skewed attitude towards risk and reward. Of course, as a fictional character, he needed to make that choice to advance the plot of the show. Yet this kind of decision making can be observed writ large across many human endeavors, in fiction and otherwise, and not least in our decisions about travel. Fortunately, these quirks of human decision making processes need not be detrimental. Knowing them, it is possible to turn them to good purpose, as Hamlet proclaims: ‘‘That monster, custom, who all sense doth eat, / Of habits devil, is angel yet in this: / That to the use of actions fair and good / He likewise gives a frock or livery / That aptly is put on’’ (Act 3, Scene 4). By encouraging desirable habits and shifting attitudes, it might be possible to see changes in travel behaviors with or without changes in the actual quality of transportation services. In this special issue of Transportation, we present for your consideration a collection of work on perceptions, attitudes, and habits, how these factors impact travel behaviors, and how they can be incorporated effectively into travel demand forecasting models. These papers were originally presented in sessions sponsored by the Committee on Travel Behavior and Values (ADB10) and the Committee on Travel Demand Forecasting (ADB40) at the 2014 Annual Meeting of the Transportation Research Board. In our first article, Cherchi and Cirillo offer a study of the intrinsic variability in the preferences of individuals for particular modes of travel, using a six week travel diary survey to examine travel behaviors over time. This long period survey format allows for the study of persistent and habitual choices in modes. Using a mixed logit formulation, they find a great deal of heterogeneity in relative preferences for time and cost between