지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.2
- 수록면
- 7 - 27 (21page)
- DOI
- 10.15187/adr.2013.02.26.1.7
이용수
초록· 키워드
오류제보하기
Design is created to fulfil the needs of its users, and its functions are constantly assessed by such users. In a retail environment, design elements should also represent the brand vision that the company wants to communicate to its customers. Understanding how design elements influence customers’ emotions in a retail environment is vital for brand managers and designers; however, such information is difficult to gather and analyse, since it requires decoding layers of emotional responses from customers with regard to the design elements within the overall retail environment.
This paper proposes an emotional mapping tool for brand managers and designers to use when analysing customers’ emotional responses towards a retail environment. The foundation of this tool is derived from emotional design theory, in particular Norman’s three levels of human processing - visceral, behavioural and reflective (Norman, 2004). The tool is then modified further after being tested in terms of an empirical case study of a large UK based supermarket brand and one of its stores. The findings suggest that the proposed tool is useful for customers when it comes to describing their emotions associated with a particular retail environment, and helps brand managers and designers to understand the emotional feelings customers experience in such a retail environment.
This paper proposes an emotional mapping tool for brand managers and designers to use when analysing customers’ emotional responses towards a retail environment. The foundation of this tool is derived from emotional design theory, in particular Norman’s three levels of human processing - visceral, behavioural and reflective (Norman, 2004). The tool is then modified further after being tested in terms of an empirical case study of a large UK based supermarket brand and one of its stores. The findings suggest that the proposed tool is useful for customers when it comes to describing their emotions associated with a particular retail environment, and helps brand managers and designers to understand the emotional feelings customers experience in such a retail environment.
목차
INTRODUCTION
RESEARCH BACKGROUND
RESEARCH PROCESS AND METHODS
DEVELOPMENT OF THE EMOTIONAL MAPPING TOOL
FRAMEWORK OF THE TOOL
IMPLEMENTATION OF THE TOOL: MORRISONS SUPERMARKET
RESULTS AND FINDINGS
THE VISCERAL LEVEL - VISUAL DISPLAYS
DISCUSSION
CONCLUSION
RREFERENCES
참고문헌 (10)
참고문헌 신청
1. [학술지(정기간행물)] - Brakus. J. / 2009 / Brand Experience: What is it? How is it measured? Does it affect loyalty? / Journal of Marketing 73 : 52 ~ 68
2. [단행본] - Floor, K. / 2006 / Branding a store / Kogan page Limited
3. [학술지(정기간행물)] - Hirschman, E.C. / 1982 / Hedonic consumption: Emerging concepts, methods and propositions / Journal of Marketing 46 (3) : 92 ~ 101
4. [단행본] - Ho, A. / 2009 / Emotionalise Design, Emotional Design, Emotion Design: A new perspective to understand their relationships / City University and The Hong Kong Polytechnic University
5. [단행본] - Lindstrom, M. / 2005 / Brand Sense / KoganPage Limited
2. [단행본] - Floor, K. / 2006 / Branding a store / Kogan page Limited
3. [학술지(정기간행물)] - Hirschman, E.C. / 1982 / Hedonic consumption: Emerging concepts, methods and propositions / Journal of Marketing 46 (3) : 92 ~ 101
4. [단행본] - Ho, A. / 2009 / Emotionalise Design, Emotional Design, Emotion Design: A new perspective to understand their relationships / City University and The Hong Kong Polytechnic University
5. [단행본] - Lindstrom, M. / 2005 / Brand Sense / KoganPage Limited
이 논문의 저자 정보
이 논문과 함께 이용한 논문
현대패션디자인에 나타난 인포테인먼트 현상
윤지영
,
김혜연
Archives of Design Research
2013
.11
현상학적 디자인프로세스를 적용한 서울디자인센터 실내디자인 연구
천세근
Archives of Design Research
2013
.08
몰입향상을 위한 콘텐츠별 디지털 리딩 에코시스템의 제안
강민정
,
윤주현
Archives of Design Research
2013
.08
체험요소 강화를 통한 영상테마파크 리노베이션 디자인 연구
이주형
Archives of Design Research
2012
.11
Design Activity by Determinization Level
Kwak
,
Sonya S.
,
Fo
외 3명
Archives of Design Research
2012
.08
최근 본 자료
댓글(0)
0
UCI(KEPA) : I410-ECN-0101-2014-658-000209600