Keywords: Built environment, Multinomial logit model, Design preferences, Presentation modes
This graduation research thesis aims to investigate the influence of different presentation
modes on individual choice behavior in the context of public space design, using the
Eindhoven station plaza as a case. The main research question centers on the extent of
differences in individual choice behavior between textual scenarios and video-based
scenarios of a public space design. The research therefore aims to fill a gap by addressing
whether choice behavior differs based on presentation modes, considering attributes’
importance and socio-demographic influences. The methodology involves the incorporation of
text and video presentation modes in a quantitative research design. Stated preference
experiments are used to investigate differences in choice behavior. Case studies and insights
from an immersive virtual environment (IVE) experiment by the CoHeSIVE research team
(Dane & Evers, 2023) contribute to the scenario creation. The scenarios focus on attributes
such as the presence of a fountain, lampposts, trees, benches, grass coverage, and building
height. The study comprises two experiments presenting design scenarios of the Eindhoven
station plaza in text and video formats, utilizing a multinomial logit (MNL) model to estimate
attribute importance and compare presentation modes. The findings indicate that attributes
such as the number and grouping of trees significantly influence respondents’ comfort ratings.
Socio-demographic characteristics, including gender, age, household composition, and
station plaza visit frequency, contribute to variations in choice behavior. Finally, the research
establishes a difference in choice behavior between textual and video presentation modes,
providing valuable insights for urban design decision-making. Additionally, the results are
compared to the IVE experiment by the CoHeSIVE research team, showing some differences
regarding the most preferred attribute levels per presentation mode. The study contributes to
the literature by addressing the influence of presentation modes on choice behavior in public
space design, offering practical implications and suggestions for future research.