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in 1931. According to Reilly's "law," customers are willing to travel longer distances to larger retail centers given the higher attraction they present to customers. In Reilly's formulation, the attractiveness of the retail center becomes the analogy for size (mass) in the physical law of gravity.
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In addition to Newton's Law of
Gravity in the physical sciences, there were other antecedents to Reilly's "law" of retail gravity. In particular, E.C. Young in 1924 described a formula for migration that was based on the physical law of gravity, and H.C. Carey had included a description of the
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The law presumes the geography of the area is flat without any rivers, roads or mountains to alter a consumer's decision of where to travel to buy goods. It also assumes consumers are otherwise indifferent between the actual cities. In analogy with
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Batty, M. (1978). “Reilly's challenge: new laws of retail gravitation which define systems of central places.” Environment and
Planning A, 1978, volume 10, pages 185-219
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Converse, P.D. (1949). “New Laws of Retail
Gravitation.” Journal of Marketing, Volume 14, January, 379-384
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Huff, David L. (1964). “Defining and
Estimating a Trade Area.” Journal of Marketing, Volume 28, 34-38.
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Reilly's law has many variations, and extensions and applications are numerous. Among these include:
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485:"Another Look at Retail Gravitation Theory: History, Analysis, and Future Considerations".
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tendency of humans to "gravitate" together in an 1858 summary of social science theory.
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Anderson, Patrick L., Business
Economics & Finance, CRC Press, 2004; chapter 13.
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is the relative size of the two centres. If the customer is on the line connecting
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is the distance between the centres, the point of indifference as measured from
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Reilly WJ (1931) The law of retail gravitation. New York: Knickerbocker Press
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The "Huff" model, which allows for multiple attributes and retail centers;
107:{\displaystyle {\frac {d_{A}}{d_{B}}}={\sqrt {\frac {P_{A}}{P_{B}}}}}
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The manuscript compiled the following information of that time:
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Manuscripts that introduced Reilly's law of retail gravitation
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The latter publication goes into more mathematical detail.
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