Cognitive Bias in Perceptions of Industrialized Housing

Abstract

Industrialized housing offers potential benefits in efficiency and sustainability compared to traditional construction methods, but public perception often remains negative due to a lack of familiarity. This study explores how prior information and knowledge influence perceptions of industrialized versus traditional housing. An online survey with 267 participants evaluated stimuli composed of an image of a house and a label (industrialized or non-industrialized). Results indicated no significant differences in perception based on visual appearance alone; however, the “industrialized” label was rated less favorably. This effect was more pronounced among those without expertise in industrialized construction. The study also revealed that providing objective prior information improved perceptions of personal and emotional attributes (e.g., cozy, family-friendliness, comfortable, well-being), but did not affect views on construction-specific attributes (e.g., quick-to-build, automated, or modular). These findings underscore the need for neutral and informative communication to counteract negative biases and enhance acceptance of industrialized housing. For the construction industry and policymakers, it is crucial to promote unbiased information and education to overcome resistance due to misconceptions and foster a more positive perception of the product’s features. Addressing concerns and clarifying benefits, these initiatives aim to shift public opinion toward recognizing the value of industrialized housing.

Keywords

• industrialized housing
• consumer perception
• labeling bias
• prior information
• level of expertise