<p>Intraurban consumer behaviour is explained in this thesis by a conventional scientific method - a hypothesis about why we shop where we shop is empirically tested by observation and model calibration. Dynamic theory of the individual relative choice and a description of the spatial context of the perceived retail structure of Hamilton, Ontario, form the groundbase for hypothesizing a set of areal generalizations for single-stop, single-purpose shopping trips. The generalizations are 'general' statements about why people shop where they shop; specifically, grocery trips should be to an outlet located in the nearest shopping centre to place of residence, while non-grocery trips should be either to an outlet located in a nearby shopping centre when shopping for low-value goods, or to an outlet located anywhere in the city when shopping for high-value goods. The reason why these destinations should be chosen is so as to either maintain acquired utility levels over time when grocery, or low-value non-grocery, shopping or maximize acquired utility at one finite time period when high value non-grocery shopping. The areal generalisations are then tested by constructing trip flow maps and calibrating a multinomial logit model, using an observed aggregate shopping trip data set for Hamilton, Ontario. Both the floe maps of single-stop, single-purpose shopping trips and the estimated logit model coefficients and elasticity statistics, verify the areal generalisations. Thus the observed shopping trip flows for Hamilton, Ontario can be explained by the hypothesized areal generalisations; however, the mode of explanation can be spatially transferred to any city as the temporal relative choice theory of individual behaviour is universal. All that is required is a description of the spatial context in which the choice theory continues to operate. The thesis has thus shown how a conventional scientific method can explain rational behaviour, where to be "rational" is to be human, not deterministic.</p> / Master of Arts (MA)