Environmental factors that influence preference and price perceptions of commercial landscapes and storefronts

Abstract

This dissertation utilizes content identifying methodologies based on preference and expected price ratings, and a free response format survey, to examine environmental factors that influence human perception of commercial landscapes and storefronts. Survey respondents rated scenes of commercial landscapes and storefronts according to their preference for the scene and their expected price of goods sold in the establishments depicted. Signs were removed from the scenes to permit evaluation of design characteristics in a context that is free from the external influence of information conveyed through product and retailer image. The respondents provided additional information about their shopping habits, shopping preferences, demographic background, and the scenes being rated. Preference and expected price ratings were analyzed using nonmetric factor analysis, to obtain dimensions or groupings of scenes which are the result of common stimuli or visual characteristics. The content or common stimuli of each dimension was then identified using information provided by the respondent. The relationship between the dimensions and respondent characteristics was then examined.

A positive linear relationship was identified between preference and expected price ratings. This finding indicates that in the absence of signs, people tend to fall back on their preferences to make judgments about the price of merchandise sold in commercial landscapes. While there were commercial landscapes that were judged to offer low prices, those landscapes were also associated with the negative characteristics of poor service, poor quality and dangerous environments. The findings of this dissertation research provide evidence that reaffirms the importance of coherence, complexity, mystery and legibility in environmental perception, and supports prospect refuge theory. Respondents preferred commercial landscapes with interesting and involving environments. Storefronts that utilize angles, arcades, porticos, towers, and other forms of facade articulation were preferred. Likewise, visually rich and well . textured materials, such as brick, interlocking pavers and stamped concrete increased preference for commercial landscapes. Storefronts that utilize accent features, such as towers or awnings were found to have greater legibility, because these features assist in way finding.