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Presented at the Visitor Research Forum, University of Queensland 14th February 2014.
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Perceived Atmosphere
A tool for quantifying visitor perceptions of the exhibition environment
Regan Forrest, PhD Candidate, UQ
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
A Model for “Museum Atmospherics”
Previous qualitative visitor research has suggested the exhibition environment is important (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)
Can we do better than “good”?
Why is a measure needed?
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)
Use in visitor survey across four exhibition galleries at SA Museum (n=602)
Development of Perceived Atmosphere Instrument
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 Modernity
◦ 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 differences according to visiting group, history of visiting SA Museum or reason for visit, based on visitor “identity” (Falk, 2009)
Comparing Perceived Atmosphere by Visitor Type
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
Gallery Spatiality Order Vibrancy Modernity
AACG-G
Mean 4.97 5.10 4.21 4.42
Std. Deviation 1.09 1.05 .98 .83
N 100 99 96 97
AACG-1
Mean 5.23 5.15 4.35 4.37
Std. Deviation .90 1.03 .92 .82
N 165 164 163 161
PCG
Mean 5.09 5.27 3.95 3.18
Std. Deviation .96 .95 .99 .68
N 158 165 155 154
SABG
Mean 4.78 5.17 4.79 4.56
Std. Deviation 1.09 1.06 .94 .73
N 158 155 152 151
Total
Mean 5.02 5.18 4.33 4.10
Std. Deviation 1.01 1.02 1.00 .95
N 581 583 566 563
Summary Statistics – Perceived AtmosphereNB: 7-point semantic differentials
4= neutral midpoint
Pacific Cultures (PCG)
Lowest Vibrancy Most Traditional Moderate-High
Spatiality Moderate-High Order
Aboriginal Cultures-1
Moderate Vibrancy Moderate – High
Spatiality Moderate Modernity Moderate-High Order
Aboriginal Cultures - G
Moderate Vibrancy Moderate Spatiality Moderate Modernity Moderate-High Order
SA Biodiversity (SABG)
Highest Vibrancy Lowest Spatiality Highest Modernity
(N.S) Moderate-High Order
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
PCG
AACG-GAACG-1
SABG
Vibrancy is the strongest predictor of both affective and cognitive engagement (self report measures); Spatiality and Order to a lesser extent
Spatiality is also a predictor of “relaxation” Order is negative predictor of
“disorientation” No relationship between Modernity and any
experience measures
Relating Perceived Atmosphere to Experience
Spatiality: an indicator of size but also space as an “affordance” (Gibson, 1977)?
Order: no difference observed here. Could a wider range of exhibitions reveal differences?
Modernity: a feature of this collection of galleries? Is lighting being confounded with other aspects of gallery design?
Other sites? Gallery refurbishments? Temporary exhibitions?
(As yet) unanswered questions
