Abstract
The purpose of the study is to identify Sudden Moments of Inspiration (SMI) in the architectural design process to examine the effect of subliminal suggestions on SMI. In the study, two experienced designers were selected and were provided with a design task. While one designer was subjected to subliminal suggestions through a slide show presentation and a video clip, the other designer was not. The design sessions of both designers were recorded, coded and analyzed, using concurrent and retrospective protocol methods. Comparison of the two design protocols provided convincing evidence of the occurrence of SMI influenced by subliminal suggestions.
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