ACR TKOF ROLL INITIATED ON WRONG RWY. EVASIVE ACTION ABORT.

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OUR ACFT WAS ON TXWY K1. WE WERE CLRED INTO POS AND HOLD ON RWY 4 AT TXWY K1 INTXN. I STEERED ACFT TO BACK TAXI APPROX 50 FT. AS I WAS BEGINNING TO TURN TO THE RWY HDG WE WERE CLRED FOR 'IMMEDIATE TKOF RWY 4; AFTER TKOF TURN L TO HDG 280 DEGS; TFC ON FINAL RWY 4.' I THEN COMMITTED THE FOLLOWING MISTAKES: I MOVED MY EYES INSIDE ACFT TO SET HDG BUG AND RELIED ON PERIPHERAL VISION FOR RWY ALIGNMENT. I ALLOWED MYSELF TO FEEL RUSHED; AND I LINED UP ON RWY 35; SET TKOF THRUST; AND PROCEEDED TKOF ROLL ON WRONG RWY. AT 60 KTS; SIMULTANEOUSLY; THE TWR CTLR; THE FO AND I REALIZED THE MISTAKE. I ABORTED THE TKOF UNEVENTFULLY AND RECEIVED CLRNC TO RETURN TO THE PROPER RWY. THE FLT CONTINUED WITHOUT INCIDENT. I WOULD URGE ALL PLTS TO USE EXTREME CAUTION WHEN TAKING THE RWY AT THE INTXN OF 1 OR MORE RWYS AND TO XCHK ACFT HDG WITH RWY HDG BEFORE PROCEEDING WITH TKOF. SUPPLEMENTAL INFO FROM ACN 320730: I READ THE PRETKOF CHKLIST FINAL ITEMS; ANSWERED TWR; AND SET THE ASSIGNED 280 DEG HDG AS WE PULLED ON TO THE RWY. TWR WAS RUSHING US A LITTLE; AND WE ALLOWED THE URGENCY TO DROP THE RWY HDG CHK FROM OUR XCHK. RWY 35 WHICH WAS FULLY LIT WAS SHORTENED TOO MUCH FOR OUR USE. THE CAPT PUSHED UP THE PWR AND CALLED FOR TKOF THRUST (NORMAL OPS) AND I MADE 1 ADJUSTMENT BEFORE CALLING 'SET.' I LOOKED OUTSIDE TO VERIFY CTRLINE TRACKING AND NOTICED THE BARRICADES SEVERAL THOUSAND FT DOWN. SIMULTANEOUSLY; I CALLED FOR AN ABORT; THE TWR CANCELLED OUR TKOF CLRNC AND THE CAPT EXECUTED A REJECTED TKOF UNEVENTFULLY AND WITHOUT THE NEED FOR HVY BRAKING. PROCS AND STANDARDIZATION WERE THE BEST DEFENSE AGAINST THIS TYPE OF OCCURRENCE; AND SERVED TO PUT IT BEHIND US FOR COMPLETION OF THE REMAINING FLT WITH MAX SAFETY AND PAX COMFORT.