ABSTRACT
The investigation of two types of choices that consumers regularly make dominates the marketing literature: the choice of particular brands and the choice of particular stores. These choices are generally examined independently and indeed possess different properties (brand choice is aspatial whereas store choice is spatial), yet the decision processes leading to the two choices are very similar and can be investigated with mathematical models of the same general form. One similarity, for example, concerns the extent to which choice depends on a hierarchical evaluation of alternatives and to what extent it depends on a simultaneous evaluation. However, while debate on this issue is prevalent in the brand-choice literature, it is relatively absent from the literature on store choice. This paper is an attempt to correct this situation.
