Hippocampal contributions to the processing of architectural ranking.

Theories of rhetoric and architecture suggest that buildings designed to be high ranking according to the Western architectural decorum have more impact on the minds of their beholders than low-ranking buildings. Here, we used event-related potentials in a visual object categorization task to probe this assumption and to examine whether the hippocampus contributes to the processing of architectural ranking. We found that early negative potentials between 200 and 400 ms differentiated between high- and low-ranking buildings in healthy subjects and patients with temporal lobe epilepsy with and without hippocampal sclerosis. By contrast, late positive potentials between 400 and 600 ms were higher in amplitude to high-ranking buildings only in healthy subjects and TLE patients without but not in TLE patients with hippocampal sclerosis. These findings suggest that the differentiation between high- and low-ranking buildings entails both early visual object selection and late post-model selection processes and that the hippocampus proper contributes critically to this second stage of visual object categorization.

Cross-cultural differences in processing of architectural ranking: evidence from an event-related potential study.

Visual object identification is modulated by perceptual experience. In a cross-cultural ERP study we investigated whether cultural expertise determines how buildings that vary in their ranking between high and low according to the Western architectural decorum are perceived. Two groups of German and Chinese participants performed an object classification task in which high- and low-ranking Western buildings had to be discriminated from everyday life objects. ERP results indicate that an early stage of visual object identification (i.e., object model selection) is facilitated for high-ranking buildings for the German participants, only. At a later stage of object identification, in which object knowledge is complemented by information from semantic and episodic long-term memory, no ERP evidence for cultural differences was obtained. These results suggest that the identification of architectural ranking is modulated by culturally specific expertise with Western-style architecture already at an early processing stage.

Brain electrical responses to high- and low-ranking buildings.

Since the ancient world, architecture generally distinguishes two categories of buildings with either high- or low-ranking design. High-ranking buildings are supposed to be more prominent and, therefore, more memorable. Here, we recorded event-related potentials (ERPs) to drawings of buildings with either high- or low-ranking architectural ornaments and found that ERP responses between 300 and 600 ms after stimulus presentation recorded over both frontal lobes were significantly more positive in amplitude to high-ranking buildings. Thus, ERPs differentiated reliably between both classes of architectural stimuli although subjects were not aware of the two categories. We take our data to suggest that neurophysiological correlates of building perception reflect aspects of an architectural rule system that adjust the appropriateness of style and content ("decorum"). Since this rule system is ubiquitous in Western architecture, it may define architectural prototypes that can elicit familiarity memory processes.