Consumer Spatial Choice Strategies: A Comparative Study of Some Alternative Behavioural Spatial Shopping Models

The purpose of this paper is to outline a conceptual model of consumer spatial decision making and choice behaviour and to investigate the use of various combination rules of consumer’s evaluations of attributes of shopping centres to predict spatial choice behaviour. The research findings indicate that the linear combination rules perform as well as the multiplicative rules and that both types of rules perform quite acceptably. The paper concludes by discussing some implications for future research on spatial decision making and choice.