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  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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  • P-ISSN1738-3110
  • E-ISSN2093-7717
  • SCOPUS, ESCI

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

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

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2022, v.20 no.6, pp.109-123
https://doi.org/https://doi.org/10.15722/jds.20.06.202206.109
LEE, Jeongmin (Design Dept., Gachon University)
CHU, Wujin (Management Dept., Seoul National University)
YI, Jisu (College of Business, Gachon University)

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 vsretrieval) 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.

keywords
Retail Space Branding, Information Processing, Design Cognition, Design Psychology, Design Model, Store Design

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