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Media type:
E-Article
Title:
That Sounds Sweet: Using Cross‐Modal Correspondences to Communicate Gustatory Attributes
Contributor:
Knoeferle, Klemens M.;
Woods, Andy;
Käppler, Florian;
Spence, Charles
Published:
Wiley, 2015
Published in:
Psychology & Marketing, 32 (2015) 1, Seite 107-120
Language:
English
DOI:
10.1002/mar.20766
ISSN:
0742-6046;
1520-6793
Origination:
Footnote:
Description:
ABSTRACTBuilding on existing research into sound symbolism and cross‐modal correspondences, this article proposes that cross‐modal correspondences—systematic mappings between different sensory modalities—can be used to communicate nonmusical, low‐level sensory properties such as basic tastes through music. A series of three experiments demonstrates that cross‐modal correspondences enable people to systematically encode basic taste properties into parameters in musical space (Experiment 1), and that they are able to correctly decode basic taste information embedded in complex musical compositions (Experiments 2 and 3). The results also suggest some culture‐specificity to these mappings, given that decoding performance, while still above chance levels, was lower in Indian participants than in those from the United States (Experiment 3). Implications and potential applications of these findings are discussed.