Mimarlıkta Sayısal Tasarım XV. Ulusal Sempozyumu
Brand-Based Behaviors in Architectural Purchasing: A Perspective with Neuroscience
There are many studies on purchasing in the literature. However, there is no study on decision making in architecture, it is the first study to see the activity in the human brain created by the sense of purchasing in architecture. In addition, the physiological and cognitive effects of this decision were also examined. The study focused on logo use, which is known to be one of the factors affecting architectural purchasing decisions. Two different experimental phases were set up for the task. In the first experiment setup, the logo of one of the important construction company was placed on five facade images. The same images were used again in the second group experimental setup, without the logo. A total of 28 participants, 14 men and 14 women, were invited to the study, and it was accepted as a prerequisite that the participants did not receive any design training. Participants examined the pictures in turn and were asked to give points between 1 and 10 for each picture they saw. Electroencephalography (EEG), eye- tracking device, and heart rate variability measurement devices (HRV) were used on the participants from the beginning to the end of the experiment. EGG, to measure the electrical activity in the brain; Eye tracking is used to determine where/how long participants look at the images shown; HRV, on the other hand, was used to test whether there was heart rate variability when participants looked at pictures with and without logos. The participants examined the facade images shown in front of the computer screen. As a result, the participants gave higher points to the facade images with the logo than the others. It is thought that the point of view of the pictures with the logo is 15% more, so the participants care about the logo. In addition, it was determined that there was more activity in the frontal regions of the participants who examined the frontal images with the logo in the EEG data. This means that the frontal lobe is activated when attention is increased, and perhaps the focus is intensified. Thus, it may mean that the participants examine the facade images with the logo more carefully and concentrating. The study focused on the architectural facades shown to people, focused on the neurocognitive effects of the company logo placed on the lower right of the architectural facade images, and reached essential data. Therefore, considering the factual data obtained in the study, it is thought that logo use affects architectural purchasing. It is thought that this study will shed light on future architectural purchasing/decision-making studies
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