  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.
