Consumers' product‐locating behavior: Exploring the application of signal detection theory

Abstract

Abstract This study explores the application of signal detection theory to the analysis of consumers' product‐locating behavior. Two research questions are addressed: (1) whether characteristics of the shopping environment, including external memory aids and store layout, affect signal‐detection statistics and (2) whether the signal‐detection statistics can be predicted from subjective measures of shopping motivation and product familiarity. The experiments are conducted in a virtual store. The results show that (1) the signal‐detection statistics of sensitivity and response bias can be used to measure product‐locating behavior; (2) external memory aids significantly affect sensitivity; and (3) signal‐detection statistics are significantly associated with shopping motivation. © 2008 Wiley Periodicals, Inc.

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