Differences in Architects and Nonarchitects' Perception of Urban Design: An Application of Kansei Engineering Techniques

We analyse architects and nonarchitects' emotional assessments of different districts in their own city (Valencia, Spain) by applying Kansei engineering techniques. A field study was carried out on a sample of 140 subjects (70 architects and 70 nonarchitects) who were asked to express their opinions on different areas in the city. The set of emotional impressions used by architects and non-architects to describe their sensations was obtained using differential semantics. The semantic space was described by 9 independent axis which explained 62% of the variability. Then, for each collective the set of impressions which influence the final residential or investment area decision was analysed. This relationship was obtained applying linear regression models. The results showed no significant differences between both groups so that the emotional attributes determining the choice of area were very similar for architects and non-architects. Greater discrepancies were found when the purpose of the choice was investment and not residential. Finally a neighbourhood was semantically profiled to represent and compare both collectives' perceptions.Llinares Millán, MDC.; Montañana I Aviñó, A.; Navarro Astor, E. (2011). Differences in Architects and Nonarchitects' Perception of Urban Design: An Application of Kansei Engineering Techniques. Urban Studies Research. 2011:1-13. doi:10.1155/2011/736307S1132011Groat, L. (1982). Meaning in post-modern architecture: An examination using the multiple sorting task. Journal of Environmental Psychology, 2(1), 3-22. doi:10.1016/s0272-4944(82)80002-9Duffy, M., Bailey, S., Beck, B., & Barker, D. G. (1986). Preferences in Nursing Home Design. Environment and Behavior, 18(2), 246-257. doi:10.1177/0013916586182006Devlin, K., & Nasar, J. L. (1989). The beauty and the beast: Some preliminary comparisons of ‘high’ versus ‘popular’ residential architecture and public versus architect judgments of same. Journal of Environmental Psychology, 9(4), 333-344. doi:10.1016/s0272-4944(89)80013-1Stamps, A. E. (1991). Public Preferences for High Rise Buildings: Stylistic and Demographic Effects. Perceptual and Motor Skills, 72(3), 839-844. doi:10.2466/pms.1991.72.3.839Gifford, R., Hine, D. W., Muller-Clemm, W., Reynolds, D. J., & Shaw, K. T. (2000). Decoding Modern Architecture. Environment and Behavior, 32(2), 163-187. doi:10.1177/00139160021972487Akalin, A., Yildirim, K., Wilson, C., & Kilicoglu, O. (2009). Architecture and engineering students’ evaluations of house façades: Preference, complexity and impressiveness. Journal of Environmental Psychology, 29(1), 124-132. doi:10.1016/j.jenvp.2008.05.005Purcell, A. T. (1986). Environmental Perception and Affect. Environment and Behavior, 18(1), 3-30. doi:10.1177/0013916586181001Purcell, A. T. (1987). The relationship between buildings and behaviour. Building and Environment, 22(3), 215-232. doi:10.1016/0360-1323(87)90010-2Purcell, A. T., & Nasar, J. L. (1992). Experiencing other people’s houses: a model of similarities and differences in environmental experience. Journal of Environmental Psychology, 12(3), 199-211. doi:10.1016/s0272-4944(05)80135-5Lewicki, P., Hill, T., & Bizot, E. (1988). Acquisition of procedural knowledge about a pattern of stimuli that cannot be articulated. Cognitive Psychology, 20(1), 24-37. doi:10.1016/0010-0285(88)90023-0Mulder, C. H. (1996). Housing choice: Assumptions and approaches. Netherlands Journal of Housing and the Built Environment, 11(3), 209-232. doi:10.1007/bf02496589Ellen, I. G., & Turner, M. A. (1997). Does neighborhood matter? Assessing recent evidence. Housing Policy Debate, 8(4), 833-866. doi:10.1080/10511482.1997.9521280Nagamachi, M. (1995). Kansei Engineering: A new ergonomic consumer-oriented technology for product development. International Journal of Industrial Ergonomics, 15(1), 3-11. doi:10.1016/0169-8141(94)00052-5Jindo, T., Hirasago, K., & Nagamachi, M. (1995). Development of a design support system for office chairs using 3-D graphics. International Journal of Industrial Ergonomics, 15(1), 49-62. doi:10.1016/0169-8141(94)00056-9Matsubara, Y., & Nagamachi, M. (1997). Hybrid Kansei engineering system and design support. International Journal of Industrial Ergonomics, 19(2), 81-92. doi:10.1016/s0169-8141(96)00005-4Llinares, C., & Page, A. (2007). Application of product differential semantics to quantify purchaser perceptions in housing assessment. Building and Environment, 42(7), 2488-2497. doi:10.1016/j.buildenv.2006.06.012Streiner, D. L. (2003). Starting at the Beginning: An Introduction to Coefficient Alpha and Internal Consistency. Journal of Personality Assessment, 80(1), 99-103. doi:10.1207/s15327752jpa8001_18Llinares, C., & Page, A. F. (2008). Differential semantics as a Kansei Engineering tool for analysing the emotional impressions which determine the choice of neighbourhood: The case of Valencia, Spain. Landscape and Urban Planning, 87(4), 247-257. doi:10.1016/j.landurbplan.2008.06.006Herzog, T. R. (1992). A cognitive analysis of preference for urban spaces. Journal of Environmental Psychology, 12(3), 237-248. doi:10.1016/s0272-4944(05)80138-0Nasar, J. L. (1990). The Evaluative Image of the City. Journal of the American Planning Association, 56(1), 41-53. doi:10.1080/01944369008975742Jindo, T., & Hirasago, K. (1997). Application studies to car interior of Kansei engineering. International Journal of Industrial Ergonomics, 19(2), 105-114. doi:10.1016/s0169-8141(96)00007-8Ishihara, S., Ishihara, K., Nagamachi, M., & Matsubara, Y. (1997). An analysis of Kansei structure on shoes using self-organizing neural networks. 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Multisensory stress reduction: a neuro-architecture study of paediatric waiting rooms

[EN] The implementation of environmental satisfaction sources in the design of a health centre is a means to achieve stress reduction. The present work analyses the effect that these sources have on the stress reduction of patients¿ companions in a paediatric service. A two-phase study was carried out. During the first phase, 120 participants assessed 20 waiting rooms in situ in order to select the environmental sources with the greatest effect. During the second phase, the stress levels of 26 participants were measured in four simulated waiting rooms that combined the selected sources from the first phase. A multisensory simulation was carried out through a virtual reality experiment with visual, auditory and olfactory elements, and stress levels were measured at the psychological and neurophysiological levels. Results suggest that a combination of environmental satisfaction sources creates an important synergistic effect at the psychological and neurophysiological levels and underlines the importance of auditory and olfactory stimuli. Conclusions may be of interest to designers and managers of healthcare facilities.This work was supported by the Ministerio de Economia y Competitividad of Spain [grant number TIN2013-45736-R].Higuera-Trujillo, JL.; Llinares Millán, MDC.; Montañana I Aviñó, A.; Rojas, J. (2020). Multisensory stress reduction: a neuro-architecture study of paediatric waiting rooms. Building Research & Information. 48(3):269-285. https://doi.org/10.1080/09613218.2019.1612228S269285483Andrade, C. C., & Devlin, A. S. (2015). Stress reduction in the hospital room: Applying Ulrich’s theory of supportive design. Journal of Environmental Psychology, 41, 125-134. doi:10.1016/j.jenvp.2014.12.001Andrade, C. C., Devlin, A. S., Pereira, C. R., & Lima, M. L. (2017). Do the hospital rooms make a difference for patients’ stress? A multilevel analysis of the role of perceived control, positive distraction, and social support. Journal of Environmental Psychology, 53, 63-72. doi:10.1016/j.jenvp.2017.06.008ARNEILL, A. B., & DEVLIN, A. S. (2002). PERCEIVED QUALITY OF CARE: THE INFLUENCE OF THE WAITING ROOM ENVIRONMENT. Journal of Environmental Psychology, 22(4), 345-360. doi:10.1006/jevp.2002.0274Benedek, M., & Kaernbach, C. (2010). A continuous measure of phasic electrodermal activity. Journal of Neuroscience Methods, 190(1), 80-91. doi:10.1016/j.jneumeth.2010.04.028Berger, L., Tavares, M., & Berger, B. (2013). A Canadian Experience of Integrating Complementary Therapy in a Hospital Palliative Care Unit. Journal of Palliative Medicine, 16(10), 1294-1298. doi:10.1089/jpm.2013.0295BERNTSON, G. G., THOMAS BIGGER, J., ECKBERG, D. L., GROSSMAN, P., KAUFMANN, P. G., MALIK, M., … VAN DER MOLEN, M. W. (1997). Heart rate variability: Origins, methods, and interpretive caveats. Psychophysiology, 34(6), 623-648. doi:10.1111/j.1469-8986.1997.tb02140.xBeukeboom, C. J., Langeveld, D., & Tanja-Dijkstra, K. (2012). Stress-Reducing Effects of Real and Artificial Nature in a Hospital Waiting Room. The Journal of Alternative and Complementary Medicine, 18(4), 329-333. doi:10.1089/acm.2011.0488Busse, M., Stromgren, K., Thorngate, L., & Thomas, K. A. (2013). Parents’ Responses to Stress in the Neonatal Intensive Care Unit. Critical Care Nurse, 33(4), 52-59. doi:10.4037/ccn2013715Cannard, G. (1996). The effect of aromatherapy in promoting relaxation and stress reduction in a general hospital. Complementary Therapies in Nursing and Midwifery, 2(2), 38-40. doi:10.1016/s1353-6117(96)80062-xChoi, Y., Kim, M., & Chun, C. (2015). Measurement of occupants’ stress based on electroencephalograms (EEG) in twelve combined environments. Building and Environment, 88, 65-72. doi:10.1016/j.buildenv.2014.10.003Cobb, S. V. G., Nichols, S., Ramsey, A., & Wilson, J. R. (1999). Virtual Reality-Induced Symptoms and Effects (VRISE). Presence: Teleoperators and Virtual Environments, 8(2), 169-186. doi:10.1162/105474699566152Kort, Y. A. W. de, IJsselsteijn, W. A., Kooijman, J., & Schuurmans, Y. (2003). Virtual Laboratories: Comparability of Real and Virtual Environments for Environmental Psychology. Presence: Teleoperators and Virtual Environments, 12(4), 360-373. doi:10.1162/105474603322391604Delorme, A., & Makeig, S. (2004). EEGLAB: an open source toolbox for analysis of single-trial EEG dynamics including independent component analysis. Journal of Neuroscience Methods, 134(1), 9-21. doi:10.1016/j.jneumeth.2003.10.009Delorme, A., Makeig, S. & Sejnowski, T. J. (2001). Automatic artifact rejection for EEG data using high-order statistics and independent component analysis. Proceedings of the 3rd International Workshop on ICA (pp. 457–462), San Diego, USA.Diego, M. A., Jones, N. A., Field, T., Hernandez-reif, M., Schanberg, S., Kuhn, C., … Galamaga, R. (1998). Aromatherapy Positively Affects Mood, Eeg Patterns of Alertness and Math Computations. International Journal of Neuroscience, 96(3-4), 217-224. doi:10.3109/00207459808986469Diette, G. B., Lechtzin, N., Haponik, E., Devrotes, A., & Rubin, H. R. (2003). Distraction Therapy With Nature Sights and Sounds Reduces Pain During Flexible Bronchoscopya. Chest, 123(3), 941-948. doi:10.1378/chest.123.3.941Felnhofer, A., Kothgassner, O. D., Schmidt, M., Heinzle, A.-K., Beutl, L., Hlavacs, H., & Kryspin-Exner, I. (2015). Is virtual reality emotionally arousing? Investigating five emotion inducing virtual park scenarios. International Journal of Human-Computer Studies, 82, 48-56. doi:10.1016/j.ijhcs.2015.05.004Fenko, A., & Loock, C. (2014). The Influence of Ambient Scent and Music on Patients’ Anxiety in a Waiting Room of a Plastic Surgeon. HERD: Health Environments Research & Design Journal, 7(3), 38-59. doi:10.1177/193758671400700304Gorski, J. A., Slifer, K. J., Kelly-Suttka, J., & Lowery, K. (2004). Behavioral Interventions for Pediatric Patients’ Acute Pain and Anxiety: Improving Health Regimen Compliance and Outcome. Children’s Health Care, 33(1), 1-20. doi:10.1207/s15326888chc3301_1Gudmundsson, S., Runarsson, T. P., Sigurdsson, S., Eiriksdottir, G., & Johnsen, K. (2007). Reliability of quantitative EEG features. Clinical Neurophysiology, 118(10), 2162-2171. doi:10.1016/j.clinph.2007.06.018Harris, P. B., McBride, G., Ross, C., & Curtis, L. (2002). A Place to Heal: Environmental Sources of Satisfaction Among Hospital Patients1. Journal of Applied Social Psychology, 32(6), 1276-1299. doi:10.1111/j.1559-1816.2002.tb01436.xHerz, R. S. (2009). Aromatherapy Facts and Fictions: A Scientific Analysis of Olfactory Effects on Mood, Physiology and Behavior. International Journal of Neuroscience, 119(2), 263-290. doi:10.1080/00207450802333953Higuera-Trujillo, J. L., López-Tarruella Maldonado, J., & Llinares Millán, C. (2017). Psychological and physiological human responses to simulated and real environments: A comparison between Photographs, 360° Panoramas, and Virtual Reality. Applied Ergonomics, 65, 398-409. doi:10.1016/j.apergo.2017.05.006Trujillo, J. L. H., Aviñó, A. M. i, & Millán, C. L. (2016). User Evaluation of Neonatology Ward Design. HERD: Health Environments Research & Design Journal, 10(2), 23-48. doi:10.1177/1937586716641275Holm, L., & Fitzmaurice, L. (2008). Emergency Department Waiting Room Stress. Pediatric Emergency Care, 24(12), 836-838. doi:10.1097/pec.0b013e31818ea04cHyvärinen, A., & Oja, E. (2000). Independent component analysis: algorithms and applications. Neural Networks, 13(4-5), 411-430. doi:10.1016/s0893-6080(00)00026-5Jessee, P. O., Wilson, H., & Morgan, D. (2000). Medical Play for Young Children. Childhood Education, 76(4), 215-218. doi:10.1080/00094056.2000.10521165Kawakami, K., Takai-Kawakami, K., Okazaki, Y., Kurihara, H., Shimizu, Y., & Yanaihara, T. (1997). The effect of odors on human newborn infants under stress. Infant Behavior and Development, 20(4), 531-535. doi:10.1016/s0163-6383(97)90041-2Kianpour, M., Mansouri, A., Mehrabi, T., & Asghari, G. (2016). Effect of lavender scent inhalation on prevention of stress, anxiety and depression in the postpartum period. Iranian Journal of Nursing and Midwifery Research, 21(2), 197. doi:10.4103/1735-9066.178248Kim, S., Kim, H.-J., Yeo, J.-S., Hong, S.-J., Lee, J.-M., & Jeon, Y. (2011). The Effect of Lavender Oil on Stress, Bispectral Index Values, and Needle Insertion Pain in Volunteers. The Journal of Alternative and Complementary Medicine, 17(9), 823-826. doi:10.1089/acm.2010.0644Kjellgren, A., & Buhrkall, H. (2010). A comparison of the restorative effect of a natural environment with that of a simulated natural environment. Journal of Environmental Psychology, 30(4), 464-472. doi:10.1016/j.jenvp.2010.01.011Lang, A., Zhou, S., Schwartz, N., Bolls, P. D., & Potter, R. F. (2000). The Effects of Edits on Arousal, Attention, and Memory for Television Messages: When an Edit Is an Edit Can an Edit Be Too Much? Journal of Broadcasting & Electronic Media, 44(1), 94-109. doi:10.1207/s15506878jobem4401_7Leather, P., Beale, D., Santos, A., Watts, J., & Lee, L. (2003). Outcomes of Environmental Appraisal of Different Hospital Waiting Areas. Environment and Behavior, 35(6), 842-869. doi:10.1177/0013916503254777Lee, K.-C., Chao, Y.-H., Yiin, J.-J., Chiang, P.-Y., & Chao, Y.-F. (2011). Effectiveness of different music-playing devices for reducing preoperative anxiety: A clinical control study. International Journal of Nursing Studies, 48(10), 1180-1187. doi:10.1016/j.ijnurstu.2011.04.001Lehrner, J., Eckersberger, C., Walla, P., Pötsch, G., & Deecke, L. (2000). Ambient odor of orange in a dental office reduces anxiety and improves mood in female patients. Physiology & Behavior, 71(1-2), 83-86. doi:10.1016/s0031-9384(00)00308-5Malliani, A. (1999). The Pattern of Sympathovagal Balance Explored in the Frequency Domain. Physiology, 14(3), 111-117. doi:10.1152/physiologyonline.1999.14.3.111Maxfield, L., & Melnyk, W. T. (2000). International Journal of Stress Management, 7(2), 87-101. doi:10.1023/a:1009580101287Moola, S., Pearson, A., & Hagger, C. (2011). Effectiveness of music interventions on dental anxiety in paediatric and adult patients: a systematic review. JBI Database of Systematic Reviews and Implementation Reports, 9(18), 588-630. doi:10.11124/01938924-201109180-00001Nanda, U., Chanaud, C., Nelson, M., Zhu, X., Bajema, R., & Jansen, B. H. (2012). Impact of Visual Art on Patient Behavior in the Emergency Department Waiting Room. The Journal of Emergency Medicine, 43(1), 172-181. doi:10.1016/j.jemermed.2011.06.138NANDA, U., EISEN, S., ZADEH, R. S., & OWEN, D. (2010). Effect of visual art on patient anxiety and agitation in a mental health facility and implications for the business case. Journal of Psychiatric and Mental Health Nursing, 18(5), 386-393. doi:10.1111/j.1365-2850.2010.01682.xNanda, U., Pati, D., & McCurry, K. (2009). Neuroesthetics and Healthcare Design. HERD: Health Environments Research & Design Journal, 2(2), 116-133. doi:10.1177/193758670900200210Özer, N., Karaman Özlü, Z., Arslan, S., & Günes, N. (2013). Effect of Music on Postoperative Pain and Physiologic Parameters of Patients after Open Heart Surgery. Pain Management Nursing, 14(1), 20-28. doi:10.1016/j.pmn.2010.05.002Pan, J., & Tompkins, W. J. (1985). A Real-Time QRS Detection Algorithm. IEEE Transactions on Biomedical Engineering, BME-32(3), 230-236. doi:10.1109/tbme.1985.325532Pedrotti, M., Mirzaei, M. A., Tedesco, A., Chardonnet, J.-R., Mérienne, F., Benedetto, S., & Baccino, T. (2014). Automatic Stress Classification With Pupil Diameter Analysis. International Journal of Human-Computer Interaction, 30(3), 220-236. doi:10.1080/10447318.2013.848320Reinerman-Jones, L., Sollins, B., Gallagher, S., & Janz, B. (2013). Neurophenomenology: an integrated approach to exploring awe and wonder1. South African Journal of Philosophy, 32(4), 295-309. doi:10.1080/02580136.2013.867397Saadatmand, V., Rejeh, N., Heravi-Karimooi, M., Tadrisi, S. D., Zayeri, F., Vaismoradi, M., & Jasper, M. (2013). Effect of nature-based sounds’ intervention on agitation, anxiety, and stress in patients under mechanical ventilator support: A randomised controlled trial. International Journal of Nursing Studies, 50(7), 895-904. doi:10.1016/j.ijnurstu.2012.11.018Schweitzer, M., Gilpin, L., & Frampton, S. (2004). Healing Spaces: Elements of Environmental Design That Make an Impact on Health. The Journal of Alternative and Complementary Medicine, 10(1), 71-83. doi:10.1089/1075553042245953Scott, L. D., Hwang, W.-T., & Rogers, A. E. (2006). The Impact of Multiple Care Giving Roles on Fatigue, Stress, and Work Performance Among Hospital Staff Nurses. JONA: The Journal of Nursing Administration, 36(2), 86-95. doi:10.1097/00005110-200602000-00007Slater, M., & Steed, A. (2000). A Virtual Presence Counter. Presence: Teleoperators and Virtual Environments, 9(5), 413-434. doi:10.1162/105474600566925Slater, M., Usoh, M., & Steed, A. (1994). Depth of Presence in Virtual Environments. Presence: Teleoperators and Virtual Environments, 3(2), 130-144. doi:10.1162/pres.1994.3.2.130Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73-93. doi:10.1111/j.1460-2466.1992.tb00812.xSuter, E., & Baylin, D. (2007). Choosing art as a complement to healing. Applied Nursing Research, 20(1), 32-38. doi:10.1016/j.apnr.2005.11.004Tennant, C., & Andrews, G. (1976). A Scale to Measure the Stress of Life Events. Australian & New Zealand Journal of Psychiatry, 10(1), 27-32. doi:10.3109/00048677609159482Thoma, M. V., La Marca, R., Brönnimann, R., Finkel, L., Ehlert, U., & Nater, U. M. (2013). The Effect of Music on the Human Stress Response. PLoS ONE, 8(8), e70156. doi:10.1371/journal.pone.0070156Waldon, E. G., & Thom, J. C. (2015). Recorded music in the mental health waiting room: A music medicine investigation. The Arts in Psychotherapy, 46, 17-23. doi:10.1016/j.aip.2015.07.006Whelan, T. A., & Kirkby, R. J. (2000). Parent Adjustment to a Child’s Hospitalisation. Journal of Family Studies, 6(1), 46-64. doi:10.5172/jfs.6.1.46Zhang, Y., Tzortzopoulos, P., & Kagioglou, M. (2018). Healing built-environment effects on health outcomes: environment–occupant–health framework. Building Research & Information, 47(6), 747-766. doi:10.1080/09613218.2017.141113

Modeling Design Requirements of A Floor Plan

[EN] Currently many real estate developers offer their products through their websites. The aim of this medium is not only to facilitate understanding of the building, but also to capture the attention of potential customers, provoking feelings and emotions that influence the purchase decision, especially in the case of off-plan property sales. Understanding the cognitive factors behind customers' evaluation processes prior to a purchase is of great interest for defining successful design criteria. The interior space of the property is one of the most important aspect in users' purchase decisions. The paper aims to determine which property design elements in floor plans provoke the emotions users use to describe its interior design. A field study was carried out on a sample of 75 individuals who evaluated a set of images of real estate promotions. The results show that the landings and corridors are fundamental; the area must be spacious so that larger surface areas score best; the living room must be well differentiated from the bedrooms; the valuation of the space depends on the graphic form of presentation, the use of warm colours and the degree of detail in the plans has a positive influence on the assessment. This information may be of great interest for architects and designers in the graphic representation of the space.Montañana I Aviñó, A.; Llinares Millán, MDC.; Page Del Pozo, AF. (2015). Modeling Design Requirements of A Floor Plan. Open House International. 40(4):88-93. http://hdl.handle.net/10251/77526S889340

The cognitive effect of university classroom geometry. A virtual reality study focused on memory and attention

[EN] Space influences our cognitive-emotional state. In teaching spaces, with a considerable effect on performance. Many design variables are involved. Among them, geometry has been traditionally less explored despite its usual prominence in design, due to the complexity of its modification in existing physical classrooms. However, today this can be addressed through the use of virtual reality. This was the objective of the present study: to contribute to the study of the cognitive effect of different geometry parameters applied in a university classroom. It was tackled through a laboratory field study carried out with 80 university students. The geometry variable was studied through two parameters: ceiling height (3 settings) and width (3 settings) of the university classroom. The 9 combinations were implemented in a virtual reality. The cognitive effect was explored through memory and attention performances. Both of them, quantified through auditory psychological tasks: the former, using a list of words to memorize; and the latter, using a computer program to measure reaction times and errors. Analyses indicate that memory and attention can be affected by some of the geometry parameters. This suggests that they may be especially relevant in the design of university classrooms, which is of interest to the different agents involved in the university classroom project and design.This work was supported by the Ministerio de Economía, Industria y Competitividad of Spain (Project BIA2017-86157-R, and PRE2018-084051)Higuera Trujillo, JL.; Llinares Millán, MDC.; Montañana I Aviñó, A.; Torres Cueco, J.; Sentieri Omarrementeria, C. (2021). The cognitive effect of university classroom geometry. A virtual reality study focused on memory and attention. En Proceedings INNODOCT/20. International Conference on Innovation, Documentation and Education. Editorial Universitat Politècnica de València. 121-128. https://doi.org/10.4995/INN2020.2020.11857OCS12112

Architects and non-architects: differences in perception of property design

This study is an analysis of the perceptions of experts and non-experts in the building industry concerning a series of real estate promotions in the city of Valencia (Spain). Differential semantics were used to obtain a set of 7 dimensions or affective responses which users employ to assess real estate offerings. Two global evaluations were obtained, differentiating between purchase for residential or investment purposes. The fieldwork was done on a sample of 160 individuals (80 architects and 80 non-architects) who were asked to give their opinion on physical stimuli which included information from real estate promotion advertising brochures. Linear regression was used to estimate 4 predictive models to estimate overall customer assessment of a given offering based on an evaluation of different dimensions or affective responses. The results show different responses in both groups and for the two global assessment variables. Differential semantics appears to be a good instrument for measuring the subjective component of consumers’ emotional states. It is an emotional design technique which provides infor- mation on the emotions an object generates by capturing the affective meaning the user attaches to it.Montañana I Aviñó, A.; Llinares Millán, MDC.; Navarro Astor, E. (2013). Architects and non-architects: differences in perception of property design. Journal of Housing and the Built Environment. 28(2):273-291. doi:10.1007/s10901-012-9312-7S273291282Akalin, A., Yildirim, K., Wilson, C., & Kilicoglu, O. (2009). Architecture and engineering students’ evaluations of house façades: Preferences, complexity and impressiveness. Journal of Environmental Psychology, 29, 124–132.Basilevsky, A. (1994). Statistical factor analysis and related methods: Theory and applications. New York: Wiley.Bisantz, A. M., Kirlik, A., Gay, P., Phipps, D. A., Walker, N., & Fisk, A. D. (2000). 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