Examination of the causes of the Neoclassical (Roman) Façade with Emphasis on John B. Watson's Behaviorist approach (Case study: residential buildings of the city of Shahin shahr )

The issue of façade and design of it in the architectural design process has always been of fundamental importance. Also, the facade is one of the most effective features in creating visual quality for the audience. While Facade design has continued with the least fluctuation until the last decade in the art of architecture, today we witness the emergence of facades with the name of neoclassical (Roman) in the context of Iranian cities. This type of facade uses similar elements such as columns, entrance stairs, proportion, order, and symmetry in stone materials. Neo-classical architecture has inspired government buildings in Iran, although it has less attention to the precise proportions of classical architecture and its intellectual insight. Hence, this study aims to investigate the four economic, social, aesthetic, and fashion indicators in the emergence of the neoclassical facade according to Watson's behaviorist approach. It seems that these four indicators are important according to John B. Watson's behaviorist approach to the emergence of the neoclassical facade. The research method is survey-based. In this article, first, the origin of these facades in Greek and Roman architecture also, in the Qajar and Pahlavi eras are historically analyzed. Then, according to Watson's psychological approach, each environmental stimuli is addressed through a Likert scale questionnaire, considering the statistical population in Shahin Shahr and calculating the number of households using Cochran's formula. It is concluded that the economic, aesthetic, fashion, and social indicators, respectively, in the emergence of the neoclassical facade have motivated the purchase of the buildings with these facades through analyzing and evaluating the questionnaire, using SPSS software, and the received response from the stimulus.