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Advanced Traveller Information Systems (ATIS) is a subgroup of Intelligent Transportation Systems offering user services that provide real-time information to travellers about traffic conditions, accident delays, transit schedules, parking availability, road works, and route guidance. The Consideration Set Formation stage relates to the traveller's decisions to place ATIS in a mental set of other travel services or into a new category of products or services. ATIS trial experience might result in the consumer gathering more market information or even considering other travel product or service alternatives. SmarTraveller is an operational test of an ATIS in the greater Boston area. It provides real-time, location specific, multimodal information to travellers via telephone. The ATIS-related marketing mix that reaches travellers increases their level of knowledge, shapes their perceptions, and affects the penetration rate. Travellers …