This study examines General Practitioners' preferences for pecuniary and non-pecuniary job characteristics in the context of choosing a general practice in which to work. A discrete choice experiment is used to test hypotheses about the nature of the utility function. Marginal rates of substitution between income and non-pecuniary characteristics are calculated. The results suggest that policies aimed at influencing General Practitioners' location choices should take account of both non-pecuniary and pecuniary factors, particularly out of hours work commitments.