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EXPRESS: How stable are taste-shape crossmodal correspondences over time? | LitMetric

EXPRESS: How stable are taste-shape crossmodal correspondences over time?

Q J Exp Psychol (Hove)

Centre for Multisensory Marketing, Department of Marketing, BI Norwegian Business School, Oslo, Norway.

Published: December 2024

AI Article Synopsis

  • The research examines the stability of taste-shape crossmodal correspondences, exploring how people consistently match tastes (like sweet and sour) with visual shapes over time.
  • Conducting a test-retest over two weeks, participants rated various tastes and their associated shapes, revealing that sweet tastes are consistently linked to more curvature and symmetry.
  • The study found robust temporal stability in these associations, suggesting that consistent taste-shape correspondences could be used to further understand sensory experiences and their applications in product development.

Article Abstract

The present research investigates the stability of taste-shape crossmodal correspondences (that is, how people non-randomly associate tastes and visual shapes, such as sweetness matched to roundness) over time, exploring the temporal dimension of crossmodal interactions. While previous research has established the existence of various taste-shape crossmodal correspondences, this study addresses their consistency over time through a test-retest paradigm. Drawing parallels with the concept of synesthesia, in which stability is used as a criterion, the research focuses on taste-shape associations, a domain not previously explored for temporal stability. Participants rated the perceived curvature and symmetry that they associated with taste words (sweet, umami, sour, salty, and bitter) and their liking of tastes and shapes. The same participants performed this task three times over a two-week period. The results consistently replicated previous findings, revealing that sweet tastes were perceived as significantly more curved and symmetrical than other tastes, and umami was rated as more curved and symmetrical than sour, salty, and bitter tastes. Notably, the study found moderate-to-substantial test-retest reliability for the majority of the taste-shape correspondences, indicating robust stability over time. Analyses suggested that differences in assessments between test and retest sessions were primarily due to random error, with no systematic biases. However, a small subset of participants showed significant differences from other participants in their associations, particularly for umami-related correspondences. This research contributes to our understanding of taste-shape correspondences by demonstrating their temporal stability, offering insights into the dynamics of taste, curvature, symmetry, and liking. We posit that consistency might be used as a criterion supporting the existence of a given crossmodal correspondence. The findings have implications for product design and marketing, emphasizing the importance of considering temporal aspects when capitalizing on crossmodal correspondences in creating product expectations and experiences.

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Source
http://dx.doi.org/10.1177/17470218241307929DOI Listing

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