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The semantic basis of taste-shape associations
Carlos Velasco1, Andy T Woods2, Lawrence E Marks3
1Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK; Imagineering Institute, Iskandar, Malaysia.
Peerj
|March 12, 2016
Summary
People systematically link tastes and shapes, suggesting a shared semantic space. This crossmodal correspondence influences response times, with congruent taste-shape pairings speeding up reactions.
Area of Science:
- Cognitive Psychology
- Crossmodal Perception
- Sensory Science
Background:
- Previous studies indicate a systematic matching between taste and shape perception.
- The semantic relationship between different sensory modalities is an area of ongoing research.
Purpose of the Study:
- To investigate the shared semantic space between taste and shape stimuli.
- To determine if semantic congruence between taste and shape influences response speed.
Main Methods:
- Semantic differentiation was employed to map the semantic space of taste words and shapes.
- Speeded classification tasks were used to assess the impact of congruent versus incongruent taste-shape associations on response times.
Main Results:
- A common semantic space for tastes and shapes was identified, characterized by intensity and hedonic dimensions.
- Two distinct clusters emerged: round shapes with 'sweet,' and angular shapes with 'salty,' 'sour,' and 'bitter.'
- Congruent taste-shape pairings led to significantly faster response times compared to incongruent pairings.
Conclusions:
- Evidence supports a close crossmodal correspondence between taste and shape curvature.
- This relationship may stem from shared semantic coding along hedonic and intensity dimensions.
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