Retrospective Theses and Dissertations
1991
Interior design variables in shopping malls: a study of visual preference Lih-Wen Chen Iowa State University
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Interior design variables in shopping malls: A study of visual preference
by Lih-Wen Chen
A Thesis Submitted to the Graduate Faculty in Partial Fulfillment of the Requirements for the Degree of MASTER OF ARTS Department: Art and Design Major: Interior Design
Signatures have been redacted for pnvacy
Iowa State University Ames, Iowa
1991
11
TABLE OF CONTENTS Page C~RI.
ThITRODUCTION Statement of Problem Purpose of the Study Organization of the Document
1
4 5
C~R
II. LITERATURE REVIEW Introduction Shopping Mall Definition The shopping mall as a public place The emergence of malls in the United States Understanding the Role of the Reciprocal Relation between People and Their Environment Perception Cognition and cognitive map Preference Approaches of Landscape Assessment Three approach classified by Greene Five conceptual models Four paradigms Environmental Preference: Three Theoretical Frameworks Information Processing Model for the prediction of preference Arousal theory Prospect and Refuge theory Issue Related to Measuring Visual Preference Items selection and rating On-site visits vs. environmental simulation Conclusions and Hypotheses
CHAP1ER ill. METHODOLOGY Research Design
6 6 6 7 8 11
12 13 16 18
19 20 22 24 24 31 32 34 34
36 39
41
111
Sampling the Shopping Mall Environment Data Collection Phase I. Obtaining mystery and coherence ratings Reduction of the slides Phase II. Obtaining preference ratings Data Analysis Procedure CHAPTER IV. RESULTS AND DISCUSSIONS Hypothesis Number One The relations between preference and mystery The relations between preference and coherence Relations of mystery and coherence to preference Summary Hypothesis Number Two Results of the factor analysis of preference ratings Summary Hypothesis Number Three Differences in preference ratings among the seven factor-analysis groups Differences in terms of coherence and mystery ratings among the seven factor-analysis groups Summary Hypothesis Number Four Differences in preference ratings among eight feature categories Differences in coherence and mystery ratings among eight feature categories Summary CHAPTER V CONCLUSION Interpretation of Visual Preference Rating Factor analysis Analysis of variance Interpretation of Informational Variables Mystery and Coherence Pearson product moment correlation coefficient Regression analysis Analysis of variance (ANOV A)
41 43 43 45 46 48
50 50 53 57 57 58 58 64 66 67 68 69 70 71 72 73 75 76 76 77 80 80 81 82
IV
Summary and Implications APPENDIX A.l A.2 A.3
A Response Form for Mystery Response Form for Coherence Response Form for Preference
85 87 88 91 94
APPENDIXB The List of Shopping Mall of 60 Samples
96 97
APPENDIXC Means and Standard Deviation of Coherence, Mystery, and Preference by Slide
99
100
APPENDIXD D.l ANOV A D.2 ANOV A D.3 ANOV A D.4 ANOV A
102 1 03 1 05 1 07 1 09
for for for for
Preference Ratings of Seven Factors Coherence Ratings of Seven Factors Mystery Ratings of Seven Factors Preference Ratings of Eight Categories
APPENDIXE E.l Test Slides Sequenced in Descending Order of Mean Mystery Rating E.2 Test Slides Sequenced in Descending Order of Mean Coherence Rating E.2 Test Slides Sequenced in Descending Order of Mean Preference Rating
111 112 114 116
APPENDIXF Shopping Mall Sample of 60 Interior Scenes
118 119
BmLIOGRAPHY
123
ACKNOWLEOOEMENTS
131
v
LIST OF TABLES Table 2.1 Table 3.1 Table 3.2 Table 3.3 Table 4.1 Table 4.2 Table 4.3 Table 4.4 Table 4.5 Table 4.6 Table 4.7 Table 4.8 Table 4.9 Table 4.10 Table Table Table Table
4.11 4.12 4.13 4.14
Table 4.15 Table 4.16 Table 4.17
The Kaplans' Information Processing Model 27 44 Slide presentation order, phase I. Distribution of sixty test slides within the eight visual and functional categories 46 Slide presentation order, phase II. 48 Mean preference rating for ten highest-rated mystery slides 52 Mean mystery rating for ten most preferred slides 52 Mean preference rating for ten lowest-rated mystery slides 53 Mean mystery rating for ten least preferred slides 53 Mean preference rating for ten highest-rated coherence slides 55 Mean coherence rating for ten most preferred slides 55 Mean preference rating for ten lowest-rated coherence slides 56 Mean coherence rating for ten least preferred slides 56 Regression analysis summary results for preference ratings with coherence and mystery ratings 57 Preference, coherence, and mystery mean ratings and standard deviation, by seven factor-analysis groups 59 ANOV A for preference ratings of the seven factor groups67 68 ANOVA for coherence ratings of seven factor groups ANOVA for mystery ratings of seven factor groups 68 Preference, coherence, and mystery mean ratings and standard deviation, by eight predetermined categories of visual and functional features 71 ANOV A of the preference ratings of the eight predetermined feature categories 72 ANOVA for coherence ratings of the eight predetermined feature categories 73 ANOV A for mystery ratings of the eight predetermined feature categories 73
1
CHAPTER I.
INTRODUCTION
Statement of Problem
People ~
~
have very strong and
idiosyncratic_fe.eling£~t
like a@ what they do not like to see.
Thus, preferences
~'!ID'Jspects~hJUnterio_r_~e~~~!! __