The author explores possible specification biases of conventional retail patronage models stemming from important omitted variables and from the composition of the set of alternative retail centers. The inclusion of characteristics of retail centers and of transportation modes is attempted in a systematic manner. The models are tested on a set of planned suburban shopping centers and traditional, unplanned downtown centers. Strong empirical evidence is reported which suggests that consumers consider a combination of retail center and transportation mode characteristics in their decisions to patronize alternative retail centers.
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