Tasting names: Systematic investigations of taste-speech sounds associations
Tasting names: Systematic investigations of taste-speech sounds associations
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DOI：
10.1016/j.foodqual.2019.103801
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发表时间：
2020-03
影响因子：
5.3
通讯作者：
Kosuke Motoki;Toshiki Saito;Jaewoo Park;Carlos Velasco;C. Spence;M. Sugiura
中科院分区：
文献类型：
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作者：
Kosuke Motoki;Toshiki Saito;Jaewoo Park;Carlos Velasco;C. Spence;M. Sugiura
可以开发产品名称，以有效地向消费者传达特定的感官属性。以前关于跨模态对应的大多数研究都表明，人们有选择地将单词（例如，“味”，“味”。为了给食品工业中的新产品命名提供实用的见解，重要的是要对语音的这些特性（即，元音，辅音）影响人们的味觉预期。在这项研究中，我们调查味道语音的对应关系，系统地操纵元音和辅音组成的虚构的品牌名称。基于跨模态对应和声音象征的文献，我们研究了哪些元音/辅音对语音声音和味道（甜/酸/咸/苦）之间的关联有更大的贡献。在三个实验中，我们系统地改变了元音（前：[i][e]，后：[a][u][o]）和塞擦音辅音（例如，摩擦音：[f][s]，塞音：[p][t]）以及浊/清辅音（例如，有声：[B][d]，无声：[f][k]）。日本的参与者被展示了品牌名称，并必须评估他们期望产品的味道。结果显示：（1）前（后）元音增加了预期的甜味（苦味），（2）摩擦音（塞音）辅音增加了预期的甜味（咸味/苦味），（3）无摩擦音（浊音）辅音增加了预期的甜味/酸味（咸味/苦味）。此外，辅音，这是发音的第一个品牌名称，施加了更大的影响，预期的味道比元音。总之，这些发现有助于推进音味对应研究的理论基础，并为食品从业者开发预测性产品名称提供实际贡献。
Product names can be developed to effectively convey specific sensory attributes to the consumer. Most of the previous research on crossmodal correspondences has shown that people selectively associate words (e.g., ‘Maluma’, ‘Takete’) with taste attributes. To provide practical insights for naming new products in the food industry, it is important to obtain a more nuanced understanding concerning those properties of speech sounds (i.e., vowels, consonants) influencing people’s taste expectations. In this study, we investigated taste-speech sound correspondences by systematically manipulating the vowels and consonants comprising fictitious brand names. Based on the literature on crossmodal correspondences and sound symbolism, we investigated which vowels/consonants contribute more to the association between speech sounds and tastes (sweet/sour/salty/bitter). Across three experiments, we systematically varied vowels (front: [i][e], back: [a][u][o]), and affricate consonants (e.g., fricative: [f][s], stop: [p][t]) as well as voiced/voiceless consonants (e.g., voiced: [b][d], voiceless: [f][k]). Japanese participants were presented with brand names and had to evaluate the taste that they expected the product to have. The results revealed that: (1) front (back) vowels increased expected sweetness (bitterness), (2) fricative (stop) consonants increased expected sweetness (saltiness/bitterness), (3) voiceless (voiced) consonants increased expected sweetness/sourness (saltiness/bitterness). Moreover, consonants, which were pronounced first in the brand names, exerted a greater influence on expected taste than did the vowels. Taken together, these findings help advance theoretical foundations in sound-taste correspondences research as well as provide practical contributions to the food practitioners to develop predictive product names.