A first step toward the goal of better optometric manpower distribution is the identification of variables associated with the optometrist's choice of practice location. This study focuses on the optometrist who chooses a rural practice location and on ways in which the rural optometrist differs from the non-rural optometrist. One hundred sixty optometrists practicing in rural locations in ten states answered questions about their background, mode of optometric practice, attitude toward the environment, interests, and personality traits. Rural optometrists were found to differ from other optometrists in their rural origin, their strong liking for the people and life style of the rural community, and their interest in outdoor pursuits. Community recognition as a health professional, rapid practice growth, professional independence, and the opportunity for community leadership were seen by the rural optometrist as major advantages of rural optometric practice.