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.