Young women's cognition of commercial digital signage in shopping malls: A situated action approach

TL;DR

This study explores how young women in Singapore perceive commercial digital signage in shopping malls, identifying various external and internal factors influencing their cognition through cognitive ethnography and situated action approach.

Contribution

It introduces a novel application of cognitive ethnography and situated action approach to understand young women's cognition of digital signage in shopping malls.

Findings

Multiple external and internal factors influence cognition.

Factors can positively or negatively affect perception.

Practical implications for digital signage design are discussed.

Abstract

Existing literature on digital signage is growing but has not always emphasized the cognitive processes of the audience. This research aims to address this gap by studying how young women in Singapore cognize commercial digital signage in shopping malls and what cause them to do so. Using cognitive ethnography and taking the situated action approach, our findings suggest a comprehensive list of factors, both external and internal, that influence young women's cognition of commercial digital signage in both positive and negative ways. The research's practical implications are discussed.