Dimensions in the perception of architecture:II. Measures of exploratory behavior

Four experiments were conducted with 20 slides of buildings representing major architectural styles. The purpose of the experiments was to determine interrelations of verbal and non-verbal measures. The experiments were concerned with: (1) Looking Time, (2) Reward Value, (3) Judgments indicative of Exploratory Tendencies, and (4) Exploratory Choice. The findings were consistent with previous studies in experimental aesthetics. It was concluded that exploratory reactions to the architectural environment may be expressed in at least two types of behavior. First, exploratory behavior was found to be related to perceptual curiosity aroused by a building. Secondly, behavior could be predicted from the hedonic aspects of the building. These two underlying variables were also found to merge frequently.     

Dimensions in the perception of architecture: III. Multidimensional preference scaling

Ten subjects were presented with all possible pairs of 20 slides of buildings representing major architectural styles. On seeing each pair, the subject stated which one of the two was preferred and then, on a 7-point scale, by how much it was preferred. Subjects demonstrated considerable agreement in the number of choices for the buildings, but not in degree of preference judgements. The choice data were subjected to an MDPREF analysis, and the degree of preference data to an INDSCAL analysis. In both cases two-dimensional solutions were most appropriate. The locations of the buildings in the two preference spaces were highly similar. They also resemble two of the dimensions important i similarity judgements of the same stimuli. Relations between the preference dimensions and previously obtained verbal and non-verbal responses to the stimuli were discussed. the underlying variables of the preferences responses were suggested to be related to Hedonic Tone/Arousal and Familiarity.     

Dimensions in the perception of architecture:I. Identification and interpretation of dimensions of similarity

Pairwise similarity-dissimilarity ratings of 20 slides of buildings representing major architectural styles were subjected to an INDSCAL analysis. Four major similarity dimensions were identified. Subsequently, the stimuli were rated on two batteries of scales: (1) collative and affective ratings, and (2) stylistic and technical ratings. Canonical correlations and redundancy indices revealed close relations between the multidimensional stimulus locations and the scale and factor spaces. The findings of the three experiments suggest that the four principal dimensions in the perception of architecture appear to be (1)Clarity, (2)Hedonic Tone/Arousal, (3) Uncertainty, and (4) Familiarity.