"Bouba" and "Kiki" in Namibia? A remote culture make similar shape-sound matches, but different shape-taste matches to Westerners
"Bouba" and "Kiki" in Namibia? A remote culture make similar shape-sound matches, but different shape-taste matches to Westerners
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DOI：
10.1016/j.cognition.2012.09.007
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发表时间：
2013-02-01
期刊：
影响因子：
3.4
通讯作者：
Spence, Charles
中科院分区：
文献类型：
--
作者：
Bremner, Andrew J.;Caparos, Serge;Spence, Charles
Western participants consistently match certain shapes with particular speech sounds, tastes, and flavours. Here we demonstrate that the "Bouba-Kiki effect", a well-known shape-sound symbolism effect commonly observed in Western participants, is also observable in the Himba of Northern Namibia, a remote population with little exposure to Western cultural and environmental influences, and who do not use a written language. However, in contrast to Westerners, the Himba did not map carbonation (in a sample of sparkling water) onto an angular (as opposed to a rounded) shape. Furthermore, they also tended to match less bitter (i.e., milk) chocolate samples to angular rather than rounded shapes; the opposite mapping to that shown by Westerners. Together, these results show that cultural-environmental as well as phylogenetic factors play a central role in shaping our repertoire of crossmodal correspondences. (C) 2012 Elsevier B.V. All rights reserved.
