Audiovisual Crossmodal Correspondence between Bubbles' Size and Pouring Sounds' Pitch in Carbonated Beverages

Visual and auditory carbonation have been separately documented as being two sensory markers of perceived freshness in beverages. The aim of the present study is to investigate the cross-modal interactions between these two dimensions of carbonation. Three experiments focused on crossmodal correspondences between bubble size and pouring sound pitch, which have never been investigated with ecological stimuli. Experiment 1, using an implicit association test (IAT), showed a crossmodal correspondence between bubble size and pouring sound pitch. Experiment 2 confirmed this pitch-size correspondence effect by means of a Go/No-Go Association Task (GNAT). Experiment 3 investigated the mutual dependence between pitch, size, and spatial elevation as well as the influence of attentional factors. No dependence was found, however pitch-size correspondences were obtained only in the condition requiring attentional processes, suggesting that these effects might be driven by top-down influences. These results highlight the robustness of the pitch-size crossmodal correspondence across stimulus contexts varying in complexity. Thus, this correspondence might be fruitfully used to modulate consumers' perceptions and expectations about carbonated beverages.