Preferenze implicite per differenti tipologie di oggetti d’arte e di edifici architettonici

Several researches employing explicit measures have shown a general preference for figurative pictures compared to abstract ones (Boselie & Cesaro, 1994; Feist & Brady, 2004). Regarding architectural styles, several studies show that classical buildings are preferred over contemporary fashion ones (Stamps & Nasar, 1997). Moreover, buildings with a moderate level of complexity are preferred to too simple or too complex ones (Wohlwill, 1974). Regarding prototypicality (i.e., the degree to which an object is representative of a general class of object), laypeople tend to prefer architectures that are good example of prototypes (Whitfield, 1983). The study tested the existence of automatic aesthetic evaluation in the fields of art perception and environmental preference. Only diffuse positive and negative emotions related to the preference of different artistic and environmental styles, are taken into consideration. Three experiments were conducted using the Implicit Association Test (IAT). The first experiment was on art: 20 participants performed an IAT sorting task with a set of stimuli composed by 5 figurative and 5 abstract art pictures (the two IAT categories) and by 5 positive and 5 negative aesthetic words (the two IAT attributes). Results showed that the compatible task (figurative/positive - abstract/negative) was significantly faster (684 ms) than the incompatible task (figurative/negative - abstract/positive; 840 ms; t (19), -4.038, p = .001). The second experiment was on architecture: 39 participants performed an IAT task with 5 classic and 5 contemporary building facade pictures (the two IAT categories) with the same two attribute words of the previous experiment. The compatible task (classic/positive - modern/negative) was significantly faster (623 ms) than the incompatible task (classic/negative - modern/positive; 688 ms; t (38), -2.483, p = .01). The third experiment was on environment: 20 participants performed an IAT task with 5 natural and 5 built environment pictures. The compatible task (natural/positive - built/negative) was significantly faster (650 ms) than incompatible task (natural/negative - built/positive; 908 ms; t (19), -6.707, p = .000). A major prototypicality, familiarity and simplicity effect can explain shorter reaction times and therefore a clear implicit aesthetic preference for of figurative art, classical architecture and natural environments.