Associations to Shapes (08-28-19)

Associations identified between shapes and tastes can realistically be extended to other contexts.  Investigators report that “We replicated the results of previous studies showing that round shapes are associated with sweet taste, whereas angular shapes are associated with sour and bitter tastes. . . . These results were consistent across cultures, when we compared participants from Taiwanese and Western (UK, US, Canada) cultures. Our findings highlight that perceived pleasantness and threat are culturally common factors involved in at least some crossmodal correspondences.”

Nora Turoman, Carlos Velasco, Yi-Chuan Chen, Pi-Chun Huang, and Charles Spence.  2018. “Symmetry and Its Role in the Crossmodal Correspondence Between Shape and Taste.”  Attention, Perception, and Psychophysics, vol. 80, no. 3, pp. 738-751, doi:  10.3758/s13414-017-1463-x