Our ability to identify the optimal location for single stores or shopping centres is very much dependent on our ability to understand and predict consumer spatial behaviour. Interaction effects are of central concern in models of consumer spatial behaviour, as the presence of such effects can have a considerable impact on the functional form of the utility expression. Using data generated from a set of Los Angeles residents, a variety of log-linear models are estimated in order to explore the issue of interaction effects in consumer choice. The results suggest that interaction effects play an important role in the individual decision-making process.