How is the research situation? Using several standard research data banks, the author collected articles and book(chapter)s on architectural psychology in German- and English-language countries from 1990 to 1996. Studies on main architecture-psychology interface problems such as user needs, housing quality evaluations, participatory planning and spatial simulation / virtual reality did not outline an “old, settled” discipline, but rather the sketchy, random surface of a field “always starting anew”. E.g., discussions at the 1995 EAEA-Conference showed that several architectural simulation studies since 1973 caused no major impact on planner's opinions (Keul&Martens, 1996). “Re-inventions of the wheel” are caused by a lack of meetings (except this one!) and of interdisciplinary infrastructure in German-language countries (contrary to Sweden or the United States). Social pressures building up on architecture nowadays by inter-European competition, budget cuts and citizen activities for informed consent in most urban projects are a new challenge for planners to cooperate efficiently with social scientists. At Salzburg, the author currently manages the Corporate Design-process for the Chamber of Architecture, Division for Upper Austria and Salzburg. A “working group for architectural psychology” (Keul-Martens-Maderthaner) has been active since 1994.

Environmental psychologists specializing in architectural psychology offer "user needs' assessments" and "post occupancy evaluations" to facilitate communication between users and experts. To compare the efficiency of building descriptions, building walkthroughs, regular plans, simulation, and direct, long-time exposition, evaluation has to be evaluated.

Computer visualizations and virtual realities grow more important, but studies on the effects of simulation techniques upon experts and users are rare. As a contribution to the field of architectural simulation, an expert - user comparison of CAD versus endoscopy/model simulations of a Vienna city project was realized in 1995. The Department for Spatial Simulation at the Vienna University of Technology provided diaslides of the planned city development at Aspern showing a) CAD and b) endoscopy photos of small-scale polystyrol models. In an experimental design, they were presented uncommented as images of "PROJECT A" versus "PROJECT B" to student groups of architects and non-architects at Vienna and Salzburg (n= 95) and assessed by semantic differentials. Two contradictory hypotheses were tested: 1. The "selective framing hypothesis" (SFH) as the subjective theory of planners, postulating different judgement effects (measured by item means of the semantic differential) through selective attention of the planners versus material- and context-bound perception of the untrained users. 2. The "general framing hypothesis" (GFH) postulates typical framing and distraction effects of all simulation techniques affecting experts as well as non-experts.

The experiment showed that -counter-intuitive to expert opinions- framing and distraction were prominent both for experts and lay people (= GFH). A position effect (assessment interaction of CAD and endoscopy) was present with experts and non-experts, too. With empirical evidence for "the medium is the message", a more cautious attitude has to be adopted towards simulation products as powerful framing (i.e. perception- and opinion-shaping) devices.