Abstract
This study attempts to build a first step for considering performative effects of zone design study. Firstly, studies on zone design are categorized into three groups: science of zone design, zone design science and science for zone design. Then, the possible performativity of each study group is characterized based on the three types of emergence mechanism of performativity discussed in the context of marketing studies: direct recommendation of decision making and behavior, creation of shared perception framework and construction of research dogma. Lastly, limitations of this study and future research directions are briefly discussed.
