Perceived Atmosphere

A novel way for characterising exhibition environments

Regan Forrest, University of Queensland, Australia

Perspectives on the “Black Box”

Exhibition Environment

“Design” Perspecti

ve

“Pedagogical”

Perspective

Peer critique

Environment as incidental

VisitorPerspectiv

e

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”

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?

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

“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?

  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.

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

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

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

Pacific Cultures (PCG)

Lowest Vibrancy Most Traditional (least

Theatrical) Moderate-High

Spatiality Moderate-High Order

Aboriginal Cultures-1

Moderate Vibrancy Moderate – High

Spatiality Moderate Theatricality Moderate-High Order

Aboriginal Cultures - G

Moderate Vibrancy Moderate Spatiality Moderate Theatricality Moderate-High Order

SA Biodiversity (SABG)

Highest Vibrancy Lowest Spatiality Highest Theatricality

(N.S) Moderate-High Order

Mapping out the galleries

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

From Atmosphere to Experience

More investigation needed . . .

More exhibition types Temporary exhibition

galleries Travelling exhibitions This is where you

come in!

Questions? Further info? r.forrest1@uq.edu.au regan@interactivate.com.au @interactivate facebook.com/interactivate

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?

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