A common problem of all cognitive-behavioural models of destination choice is that of the identification of factors influencing the behaviour of interest. This paper considers the applicability of Kelly's repertory grid methodology to identify the factors influencing consumer choice of shopping centres. Firstly, some methodological issues in the assessment of the relative importance people attach to certain variables in deciding where to shop are discussed. Secondly, the main findings of an application of the repertory grid methodology are presented. The paper concludes by discussing some implications of the measurement of the determinants of choice behaviour and the construction of mathematical models of destination choice.