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We study the interrelation of normative beliefs, which are an individual’s perception of the beliefs of others regarding a specific behaviour, and modality styles, which represent the part of an individual’s lifestyle that is characterised by the use of a certain set of modes. In recent years, travel behaviour research has increasingly sought to understand the effect of social influence on mobility-related behaviour. One stream of literature has adopted representations rooted in social psychology to explain behaviour as a function of latent psycho-social constructs including normative beliefs. Another stream of literature has employed a lifestyle-oriented approach to identify segments or modality styles within a population that differ in terms of their orientation towards different modes of transport. Our study proposes an integrated conceptual framework that combines elements of these two streams of literature. Modality …