measuring visitor perceptions of the exhibition environment
DESCRIPTION
Presentation to Visitor Studies Association Conference, Albuquerque NM July 2014TRANSCRIPT
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Perceived Atmosphere
A novel way for characterising exhibition environments
Regan Forrest, University of Queensland, Australia
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Perspectives on the “Black Box”
Exhibition Environment
“Design” Perspecti
ve
“Pedagogical”
Perspective
Peer critique
Environment as incidental
VisitorPerspectiv
e
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Person-in-Environment
• Environmental Properties• Visitor (Consumer) Needs• Intended Atmosphere
Perceived Atmosphere
Visitor Responses
• Affective• Cognitive• Behavioural
What is Perceived Atmosphere?
Adapted from Kotler, 1974; reviewed in Forrest, 2013
A Model for “Museum Atmospherics”
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Build upon existing qualitative research (e.g. Packer, 2008; Roppola, 2012)
Existing quantitative research has focusedon relating a “good” environment to marketing-related outcomes (e.g. Bonn et al 2007)
“Good” doesn’t tell a designer much – can Perceived Atmosphere offer a better snapshot?
Why measure Perceived Atmosphere?
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Qualitative research exploring how visitors describe exhibition environments
Pilot test terminology as semantic differentials and Likert scales (n=172)
Refine word list to produce 30 semantic differentials (7-point scales) e.g. Dark-Light; Active-Passive; Linear-Winding
Use in visitor survey across four exhibition galleries at South Australian Museum (n=602)
Development of Perceived Atmosphere Instrument
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“Measurement of Meaning” (Osgood et al, 1957)
Colour emotion research◦ Activity, Potency, Temperature
Retail lighting design – “atmosphere metrics” ◦ Cosiness, Liveliness
Where did this approach come from?
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Factor
1 2
Dramatic-Plain .719
Active-Passive .712
Vibrant-Dull .705
Ordinary-Striking -.597
Dynamic-Static .583
Colourful-Neutral .572
Energetic-Serene .515
Flat - 3-Dimensional -.442
Varied-Repetitive
Subdued-Bright
Cosy-Formal
Simple-Complex
Small scale-Large
scale
Wide-Narrow .704
Spacious-Confined .672
Open-Enclosed .509
Cluttered-Uncluttered -.462
Hidden-Obvious
Factor
3 4
Linear-Winding .584
Traditional-Modern .545
Symmetrical-Asymmetrical .538
Evenly Lit-Targeted Lighting .518
Dark-Light -.498
Old-New .473
Warm-Cool
Hard-Soft
Ordered-Jumbled .777
Organised-Random .622
Structured-Unstructured .524
Flowing-Discontinuous .454
Results of Factor Analysis
Principal Axis Factoring with Varimax rotation.Factor loadings below 0.4 are suppressed.
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Vibrancy◦ Dramatic, Active, Vibrant, Striking, Dynamic, Colourful,
Energetic, Three-Dimensional Spatiality
◦ Wide, Spacious, Open, Uncluttered (the variable formerly known as) Modernity
(Theatricality?)◦ Winding, Modern, Asymmetrical, Targeted Lighting, Dark,
New Order
◦ Ordered, Organised, Structured, Flowing
The Dimensions of Perceived Atmosphere
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No gender difference besides a slightly higher spatiality rating from females
Perceptions of vibrancy increase (a bit) with age
No apparent differences according to visiting group, history of visiting SA Museum or reason for visiting
Perceived Atmosphere is stable across visitor types
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Perceived Atmosphere – Gallery Comparisons(Zero = neutral score on 7-point Likert scale)
AACG-G
AACG-1
PCG
SABG
-1 -0.5 0 0.5 1 1.5
Individual Gallery Comparisons
Modernity Vibrancy Order Spatiality
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Pacific Cultures (PCG)
Lowest Vibrancy Most Traditional (least
Theatrical) Moderate-High
Spatiality Moderate-High Order
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Aboriginal Cultures-1
Moderate Vibrancy Moderate – High
Spatiality Moderate Theatricality Moderate-High Order
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Aboriginal Cultures - G
Moderate Vibrancy Moderate Spatiality Moderate Theatricality Moderate-High Order
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SA Biodiversity (SABG)
Highest Vibrancy Lowest Spatiality Highest Theatricality
(N.S) Moderate-High Order
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Mapping out the galleries
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Quick and easy to administer A “macro” perception of the exhibition
environment that is content-neutral A visitor-centric way of comparing,
benchmarking and evaluating exhibition environments
Benefits of Perceived Atmosphere
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From Atmosphere to Experience
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More investigation needed . . .
More exhibition types Temporary exhibition
galleries Travelling exhibitions This is where you
come in!
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Questions? Further info? [email protected] [email protected] @interactivate facebook.com/interactivate
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Independent variables◦ Vibrancy (8 items as semantic differentials)
◦ Spatiality (4 items as semantic differentials)
◦ Order (4 items as semantic differentials)
Dependent variables◦ Cognitive Engagement (7 environmental cognition statements)
◦ Affective Engagement (8 emotion items as semantic differentials)
◦ Relaxation (5 items as semantic differentials)
◦ Cognitive Overload (4 environmental cognition statements)
◦ Displeasure (8 emotion items as semantic differentials)
How does Perceived Atmosphere Relate to Experience?
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DVs 1. Cognitive Engagemen
t
2. Cognitive Overload
3. Affective
Engagement
4. Relaxatio
n
5. Displeasure
IVs
Vibrancy .63 -.23 .52 .22 -.24Order .17 -.36 .16 .15 -.12Spatiality .09 -.15 .12 .26 -.11 Adjusted R2 .56 .35 .43 .23 .13
Multiple Regression: Results