architecture and memory

I've been reading Daniel Kahneman's book Thinking Fast and Slow and I can't say enough good things about it. To sum up what I think I understand from it, the human brain is persistently unreliable and easily manipulated. The myth of the rational human deserves to be consigned to the dustbin of failed ideology.

The manipulation of memory and experience is one of the vital functions of architecture. A design can convey a sense of place that enhances our experience beyond the function of the structure. If I go to a fast food restaurant I am expecting a certain type of decor and style. The experience is not supposed to be memorable in the way that a Michelin rated establishment is (or should be). A fast food enterprise aims for consistency, not delight--despite what their advertising may claim. The nurturing sense of relief that comes after pulling into a rest stop that has a McDonald's depends in large part on the disappointment associated with the food and the hard plastic seats. The experience helps move the trip forward and we never devote much space in our brain to the particular event of the McDonald's.