Investigating the effect of sidewalk flooring on the behavioral pattern (walking) of citizens in urban spaces (Case Study: Vali asr St., Tehran)

The present study has evaluated the effect of architectural forms on the walking activity ofcitizens as a behavioral model in urban physical spaces. The research hypothesis claims that bydesigning purposeful and appropriate architectural forms, the behavior and actions of users in urbanphysical spaces can be to some extent, it designed or controlled, and that the pattern and domains ofhuman behavior in urban streets are the result of the components of environmental quality that areincluded in the design of that street. The present theoretical proposition has been tested in two sequencesfrom Valiasr Street in Tehran. At the theoretical level, the research method is descriptive-analytical andat the experimental level, it is a survey that has been done using the behavioral research method. Theresults show that the floor form and street form are the most influential architectural forms in urbanphysical spaces on the activity of users walking from space in the study sample. Also, someenvironmental factors have a direct effect on human reactions; The research findings show that people'sspeed is directly related to the dimensions of sidewalk carpets and a person tries to take a step accordingto the senses he receives from the sidewalk flooring form and as a result his speed changes accordingto those forms.

A moderated mediation analysis of the effect of lettering case and color temperature on trustworthiness perceptions and investment decisions

PurposeThe purpose of this study is to test the theoretical framework of lettering case, color temperature, perceived trustworthiness and investment intentions. First, it aims to test whether the effect of lettering case on investment intentions is mediated by trustworthiness. Second, the study will examine if this process is moderated by color temperature.Design/methodology/approachFollowing the behavioral research method, this study employed a 2 (the fully-lowercase slogan vs the initial-uppercase slogan) by 2 (warm-color design vs cool-color design) full factorial between-subject design. Two hundred participants were recruited for the experiment to test the hypotheses.FindingsFor the lowercase slogans (vs uppercase slogans), we found that people tended to have a high level of perceived trustworthiness, which led to a high level of investment intentions. In addition, the indirect effect of the lettering case on investment intentions through the perceived trustworthiness was moderated by color temperature. Specifically, the visually warm advertisement (vs visually cool design) would strengthen the effect of lowercase slogans on customers' investment intentions.Originality/valueWhen people make a financial decision with limited, incomplete or overly complex information, simplified visual heuristics, rather than rational algorithmic processing, play a significant role in their decision-making process. However, only a limited amount of research has addressed the effect of the lettering case on customers' perceptions and the consequent decision-making process from a financial advertising perspective. This study tries to supplement and extend the visual heuristics theory, highlighting the role of simplified heuristics, rather than rational algorithmic processing, in financial customers' decision-making process.