Consensus and Contrast Components in Landscape Preference

Preference ranking and factor analysis of a series of forest landscape pictures (n = 120) using pairwise comparison techniques showed that average preference was satisfactorily explained by the combination of a small number of appraisal characteristics or visual features. However, factor analysis revealed that besides this consensus component there existed a number of preference patterns (contrasting landscape evaluation styles of respondents) that were not correlated with average preference ranking. Such contrast components should be taken into consideration when undertaking complete descriptions of preference structure. These patterns seemed to correspond to moderate differences in individual relative evaluations of appraisive characteristics and arose in the case of preference conflict, when two or more of these characteristics competed. Weak expression of a (normally) dominant characteristic may be challenged by strong expression of (normally) subordinate characteristics. The importance of consensus in relation to contrast may be assessed by adequate variance partition.