An Examination of Likeability Criteria in Evaluative Image of Women in Cities (Case Study: Tehran City)

The image evaluation of environment is not just the result of impressions made by its externalattributes on the mind of the observer. It is, however, created by the imagination of the observer.On one hand, the city is lodged by a wide variety of people whose evaluation of its images theyform in their mind is critical. The desirability of the urban environments for various social strata,especially for women, depends on the relationship between human beings and the environment aswell as their priorities and preferences. The aim of this study is to achieve women's image of urbanenvironment and how to evaluate and identify priorities to select the desired location due todifferences in values, emotions, experiences and inferential meanings of public space in Tehran.The research method is based on techniques developed by Jack L. Nasar in his research on theEvaluative image of the city (۱۹۹۰) at the first step. Then, a phenomenological hermeneuticapproach oriented to describe the connotations and emotions image representation of women in theexperience of urban spaces desirable / undesirable and nature of development of the city of Tehran.For this purpose, ۱۵ women in-depth interviews were targeted for sampling. Recent interviewsdescription of what the five locations stated desirable and undesirable fifth place. Interviews wererecorded and the data obtained from it written in the form of tables were analyzed. The resultsindicate that the optimal site selection of the women’s evaluative image, with a focus on likability,the common meanings associated with the concepts of freedom, justice, respect of (dignity)Location, beauty, with socio-cultural prestige and class, stylish and full of detail being quiet andcozy, with privacy and space while having the breadth of the definition, being more likely to have ahappy mood and health.

Keywords:

Evaluative Image , Likability , Women , Cognitive Appraisals , Emotional Reaction , Tehran