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  • 2015

  • Knoeferle, Klemens M.; Woods, Andy; Käppler, Florian; Spence, Charles (2015): That Sounds Sweet. Using Cross-Modal Correspondences to Communicate Gustatory Attributes. In: Psychology & Marketing 32 (1), S. 107-120. DOI: 10.1002/mar.20766

    Abstract: Building 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.

    Keywords: ASSOCIATIONS, AUDITORY PITCH, BRAND NAMES, culture specificity, Geschmack, Kognitionswissenschaft/Social Sciences/Humanities, MAPPINGS, MENTAL-IMAGERY, MUSICAL NOTES, Musik, Musik und Geschmack, PERCEPTION, PHONETIC SYMBOLISM, Status / biologische Marker, Synästhesie, SYNESTHETIC CORRESPONDENCES, TASTE

  • 1998

  • Ayabe-Kanamura, S.; Schicker, I.; Laska, M.; Hudson, R.; Distel, H.; Kobayakawa, T.; Saito, S. (1998): Differences in Perception of Everyday Odors. A Japanese-German Cross-cultural Study. In: Chemical senses 23 (1), S. 31-38. DOI: 10.1093/chemse/23.1.31

    Abstract: There is a growing appreciation that experience with odors may strongly influence their perception. To further investigate this. the responses of 40 Japanese and 44 age-matched German women to everyday odorants were compared. Subjects were presented with 28 stimuli in squeeze bottles and asked to rate them according to intensity, familiarity, pleasantness and edibility, to describe associations elicited by them and, if possible, to name them. One-third of the odorants were presumed to be familiar to the Japanese only, one-third to the Germans and one-third to both populations. Significant differences were found between the two populations on all measures. Better performance by the Japanese in providing appropriate descriptors for 'Japanese' odorants and by the Germans for 'European' odorants supported the pre-selection of stimuli as culture-typical. Particularly clear differences between the two populations were found in pleasantness ratings. In general, a positive relationship was found between pleasantness and judgement of stimuli as edible, suggesting that culture-specific experiences-particularly of foods-may significantly influence odor perception. Somewhat unexpectedly, significant differences were also found between the two populations in intensity ratings for some odorants. These differences did not seem simply to be artefacts of the test situation and raise the possibility that experience may even influence such basic aspects of odor perception as stimulus intensity.

    Keywords: ABILITY, ASSOCIATIONS, Assoziation von Gerüchen als angenehm UND essbar, Children, culture specific, DISCRIMINATION, Geruch / mikrobiologische Zusammensetzung von Körpersekreten, IDENTIFICATION, Intensität von Gerüchen, Kultur, kulturell vorgeprägte Wahrnehmung von Geruchsintensität, MEMORY, PEOPLE, PLEASANTNESS, Speisegewohnheiten, Status / biologische Marker
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