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| Paper IPM / Cognitive / 17266 |
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The building façade has considerable effects on the aesthetic experience of observers. However, the experience may differ depending on the observersâ expertise. This study was conducted to explore the impact of expertise on preference, visual exploration, and cognitive experience during the aesthetic judgment of designed façades. For this purpose, we developed a paradigm in two separate parts: aesthetic judgment (AJ) and eye movement recording (EMR). Thirty-eight participants participated in this experiment in two groups (21 experts/17 nonexperts). The results revealed significant differences between the two groups in terms of the type and number of preferred façades, as well as eye movement indicators. In addition, based on judgment reaction time and fixation duration as proxy measures of cognitive experience, it was found that expertise might be correlated with cognitive load and task demand. The findings indicate the importance of façades for both groups and suggest that their physical attributes could be effectively manipulated to impact aesthetic experiences in relation to architectural designs.
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