This study is an analysis of the perceptions of experts and non-experts in the building industry concerning a series of real estate promotions in the city of Valencia (Spain). Differential semantics were used to obtain a set of 7 dimensions or affective responses which users employ to assess real estate offerings. Two global evaluations were obtained, differentiating between purchase for residential or investment purposes. The fieldwork was done on a sample of 160 individuals (80 architects and 80 non-architects) who were asked to give their opinion on physical stimuli which included information from real estate promotion advertising brochures. Linear regression was used to estimate 4 predictive models to estimate overall customer assessment of a given offering based on an evaluation of different dimensions or affective responses. The results show different responses in both groups and for the two global assessment variables. 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Architects and non-architects: differences in perception of property design

Abstract