Architectural Atmospheres, Priming Effects and First Impressions: A Multi-Perspective Approach Integrating Self-Report Assessments and Physiological Responses

This paper studies the priming effects of architectural atmospheres on our first impressions of space. We applied a multi-perspective approach combining first-person-perspective insights (self-report assessments) with third-person-perspective measures (physiological responses) to four corridor iterations connecting an empty room to a contemplative space. The starting and ending rooms remained unchanged, whereas the corridor’s light varied: dark, blue, amber, and bright. Participants (n = 81) walked through virtual-reality environments wearing sensors collecting blood volume pulse and skin conductance data. Our investigation was whether and, if so, how the corridor’s atmosphere primed and altered participants’ impressions of the subsequent room, even if identical. Results revealed stronger skin conductance responses while moving through darker corridors, which correlated with altered perceptions of the ending room at conscious and nonconscious levels. Generalized linear model analysis showed that, with increasing age, participants were more likely to report altered perceptions.