본문 바로가기
KERD
논문KCI 등재

A Design-related Information Processing Model for Brand Communication in Retail Spaces

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

초록

Purpose: This research presents a practical tool aimed at increasing collaboration between designers and marketers for effective retail space branding. We present a design-related information processing model (DIP Model), which is a schematic map that includes cognitive theories which have design applications to retail space branding. Research design, data and methodology: Through literature review and practitioner opinion survey, 43 theories pertaining to the brand communication in retail spaces were selected, and design applications of the theories were analysed through field trips to stores of global brands. Results: The DIP Model consists of two axes: the information processing axis (i.e., encoding vs retrieval) and the regulatory focus axis (i.e., promotion vs prevention). Theories related to information processing axis are theories that facilitate the encoding and retrieval of information as intended by the company. Theories related to regulatory focus axis are theories that reinforce positive cognition and prevent negative cognition regarding the brand. Conclusions: The DIP Model is developed as a tool to categorise cognitive theories that are applicable to the design of brand communication in retail spaces. As such, the model can provide a better understanding of the role of behavioural design, with the aim of building stronger brands in retail spaces.

Abstract

Purpose: This research presents a practical tool aimed at increasing collaboration between designers and marketers for effective retail space branding. We present a design-related information processing model (DIP Model), which is a schematic map that includes cognitive theories which have design applications to retail space branding. Research design, data and methodology: Through literature review and practitioner opinion survey, 43 theories pertaining to the brand communication in retail spaces were selected, and design applications of the theories were analysed through field trips to stores of global brands. Results: The DIP Model consists of two axes: the information processing axis (i.e., encoding vs retrieval) and the regulatory focus axis (i.e., promotion vs prevention). Theories related to information processing axis are theories that facilitate the encoding and retrieval of information as intended by the company. Theories related to regulatory focus axis are theories that reinforce positive cognition and prevent negative cognition regarding the brand. Conclusions: The DIP Model is developed as a tool to categorise cognitive theories that are applicable to the design of brand communication in retail spaces. As such, the model can provide a better understanding of the role of behavioural design, with the aim of building stronger brands in retail spaces.

참고문헌 (49)

  1. Avornyo, P., "Are Customers Still with Us? The Influence of Optimum Stimulation Level and IT-specific Traits on Mobile Banking Discontinuous Usage Intentions", Journal of Retailing and Consumer Services, 47, pp.348~360 (2019)[DOI]
  2. Azizian, A., "Evidence for Attentional Gradient in the Serial Position Memory Curve from Event-Related Potentials", Journal of Cognitive Neuroscience, 19(12), pp.2071~2081 (2007)[DOI]
  3. Batra, R., "The Psychology of Design: Creating Consumer Appeal" (2016), Routledge
  4. Chen, L., "The Effect of Payment Schemes on Inventory Decisions : The Role of Mental Accounting", Management Science, 59(2), pp.436~451 (2013)[DOI]
  5. Cowan, N., "George Miller’s Magical Number of Immediate Memory in Retrospect : Observations on the Faltering Progression of Science", Psychological Review, 122(3), pp.536~541 (2015)[DOI]
  6. Crutcher, R. J., "An Auditory Analog of the Picture Superiority Effect", Memory & Cognition, 39(1), pp.63~74 (2011)[DOI]
  7. de Farias, S. A., "Store Atmospherics and Experiential Marketing : A Conceptual Framework and Research Propositions for an Extraordinary Customer Experience", International Business Research, 7(2), pp.87~99 (2014)[DOI]
  8. Dommer, S. L., "Explaining the Endowment Effect through Ownership : The Role of Identity, Gender, and Self-threat", Journal of Consumer Research, 39(5), pp.1034~1050 (2013)[DOI]
  9. Drew, T., "The Invisible Gorilla Strikes Again : Sustained Inattentional Blindness in Expert Observers", Psychological Science, 24(9), pp.1848~1853 (2013)[DOI]
  10. Geurten, M., "Less Is More : The Availability Heuristic in Early Childhood", British Journal of Developmental Psychology, 33(4), pp.405~410 (2015)[DOI]
  11. Grosjean, M., "Fitts’s Law Holds for Action Perception", Psychological Science, 18(2), pp.95~99 (2007)[DOI]
  12. Grundey, D., "Experiential Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers", The Romanian Economic Journal, 29(3), pp.133~151 (2008)
  13. Gruner, S., "Effects of Context and Genuineness in the Experience of Art", Empirical Studies of the Arts, 37(2), pp.138~152 (2019)[DOI]
  14. Hoogerheide, V., "How to Bring the News… Peak-End Effects in Children’s Affective Responses to Peer Assessments of Their Social Behavior", Cognition and Emotion, 32(5), pp.1114~1121 (2018)[DOI]
  15. Hoyer, W. D., "Consumer Behavior" (2018), Cengage Learning
  16. Huang, R., "Fashion Branding and Consumer Behaviors", pp.113~132 (2014), Springer
  17. Huitt, W., "The Information Processing Approach to Cognition", Educational Psychology Interactive, 3(2), pp.53~ (2003)
  18. Hultén, B., "Branding by the Five Senses : A Sensory Branding Framework", Journal of Brand Strategy, 6(3), pp.281~292 (2017)
  19. Jeong, E. J., "Are There Optimal Levels of Arousal to Memory? Effects of Arousal, Centrality, and Familiarity on Brand Memory in Video Games", Computers in Human Behavior, 28(2), pp.285~291 (2012)[DOI]
  20. Keller, K. L., "Strategic Branding Management: Building, Measuring, and Managing Brand Equity" (2008), Prentice Hall
  21. Kouchaki, M., "Everything We do, You Do : The Licensing Effect of Prosocial Marketing Messages on Consumer Behavior", Management Science, 64(1), pp.102~111 (2018)[DOI]
  22. Lemon, K. N., "Understanding Customer Experience throughout the Customer Journey", Journal of Marketing, 80(6), pp.69~96 (2016)[DOI]
  23. Lidwell, W., "Universal Principles of Design, Revised and Updated: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach through Design" (2010), Rockport Publishers
  24. Meyers-Levy, J., "The Influence of Ceiling Height : The Effect of Priming on the Type of Processing that People Use", Journal of Consumer Research, 34(2), pp.174~186 (2007)
  25. Mothersbaugh, D., "Consumer Behavior: Building Marketing Strategy" (2020), McGraw-Hill Education
  26. Norman, D., "The Design of Everyday Things" (2013), Basic Books
  27. Nufer, G., "“Say Hello to Halo”: The Halo Effect in Sports", Innovative Marketing, 15(3), pp.116~129 (2019)[DOI]
  28. Rajagopal, P., "Differences in the Cognitive Accessibility of Action and Inaction Regrets", Journal of Experimental Social Psychology, 42(3), pp.302~313 (2006)[DOI]
  29. Runco, M. A., "Creativity : Theories and Themes : Research, Development, and Practice" (2014), Elsevier
  30. Sanchez, J. A., "Quantitative Improvement in Workplace Performance through Biophilic Design : A Pilot Experiment Case Study", Energy and Buildings, 177, pp.316~328 (2018)[DOI]
  31. Scheibehenne, B., "Can There Ever Be Too Many Options? A Meta-analytic Review of Choice Overload", Journal of Consumer Research, 37(3), pp.409~425 (2010)[DOI]
  32. Schiffman, L., "Consumer Behavior (What's New in Marketing)" (2019), Pearson
  33. Schmidt, S. R., "Revisiting von Restorff’s Early Isolation Effect", Memory & Cognition, 45(2), pp.194~207 (2017)[DOI]
  34. Schmitt, B., "The Consumer Psychology of Brands", Journal of Consumer Psychology, 22(1), pp.7~17 (2012)[DOI]
  35. Senbeto, D. L., "A Dualistic Model of Tourism Seasonality : Approach–Avoidance and Regulatory Focus Theories", Journal of Hospitality & Tourism Research, 43(5), pp.734~753 (2019)[DOI]
  36. Shan, L., "Influence of the Framing Effect, Anchoring Effect, and Knowledge on Consumers’ Attitude and Purchase Intention of Organic Food", Frontiers in Psychology, 11, pp.2022~ (2020)[DOI]
  37. Silvia, P. J., "The Oxford Handbook of Human Motivation", pp.157~166 (2012), Oxford University Press
  38. Solomon, M. R., "Consumer Behavior Buying, Having, and Being" (2020), Pearson
  39. Stone, N. J., "Introduction to Human Factors: Applying Psychology to Design" (2017), CRC Press
  40. Suzuki, T., "Choice Set Dependent Performance and Post-decision Dissonance", Journal of Economic Behavior & Organization, 163, pp.24~42 (2019)[DOI]
  41. Tractinsky, N., "What Is Beautiful is Usable", Interacting with Computers, 13(2), pp.127~145 (2000)[DOI]
  42. Trope, Y., "Temporal Construal", Psychological Review, 110(3), pp.403~421 (2003)[DOI]
  43. Weingarten E., "From Primed Concepts to Action : A Meta-analysis of the Behavioral Effects of Incidentally Presented Words", Psychological Bulletin, 142(5), pp.472~497 (2016)[DOI]
  44. Weinschenk, S., "100 Things Every Designer Needs to Know about People" (2011), Pearson
  45. Wendel, S., "Designing for Behavior Change : Applying Psychology and Behavioral Economics" (2020), O’REILLY
  46. Whalen, J., "Design for How People Think : Using Brain Science to Build Better Products" (2019), O’REILLY
  47. Wilke, J., "Hidden Menu Options in Automated Human–computer Telephone Dialogues : Dissonance in the User’s Mental Model", Behaviour & Information Technology, 26(6), pp.517~534 (2007)[DOI]
  48. Yablonski, J., "Laws of UX: Using Psychology to Design Better Products & Services" (2020), O’REILLY
  49. Yoon, D., "Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising", Journal of Hospitality Marketing & Management, 25(2), pp.167~196 (2016)[DOI]

관련 논문AI추천

이 간행물의 다른 논문 (11건)