ABSTRACTThis paper presents a micro‐analytic store choice model which eliminates the assumptions of homogeneity of stores and homogeneity of shoppers found in earlier models. The model simulates individual shopping trips within a shopping center and was successful in predicting the stores chosen by a sample of shopping center patrons. Two earlier models were also tested, but the proposed model performs better than either of the simpler models. Besides its predictive value, the model suggests a number of strategic implications for retailers and shopping center developers and provides a methodology that may be useful in other areas of behavioral researc