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Journal ArticleDOI

Crossmodal correspondences: A tutorial review

19 Jan 2011-Attention Perception & Psychophysics (Springer-Verlag)-Vol. 73, Iss: 4, pp 971-995
TL;DR: The literature reviewed here supports the view thatCrossmodal correspondences need to be considered alongside semantic and spatiotemporal congruency, among the key constraints that help the authors' brains solve the crossmodal binding problem.
Abstract: In many everyday situations, our senses are bombarded by many different unisensory signals at any given time. To gain the most veridical, and least variable, estimate of environmental stimuli/properties, we need to combine the individual noisy unisensory perceptual estimates that refer to the same object, while keeping those estimates belonging to different objects or events separate. How, though, does the brain “know” which stimuli to combine? Traditionally, researchers interested in the crossmodal binding problem have focused on the roles that spatial and temporal factors play in modulating multisensory integration. However, crossmodal correspondences between various unisensory features (such as between auditory pitch and visual size) may provide yet another important means of constraining the crossmodal binding problem. A large body of research now shows that people exhibit consistent crossmodal correspondences between many stimulus features in different sensory modalities. For example, people consistently match high-pitched sounds with small, bright objects that are located high up in space. The literature reviewed here supports the view that crossmodal correspondences need to be considered alongside semantic and spatiotemporal congruency, among the key constraints that help our brains solve the crossmodal binding problem.

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Journal ArticleDOI
TL;DR: Experimental evidence suggests form-to-meaning correspondences serve different functions in language processing, development, and communication: systematicity facilitates category learning by means of phonological cues, iconicity facilitates word learning and communication by Means of perceptuomotor analogies, and arbitrariness facilitates meaning individuation through distinctive forms.

377 citations

Journal ArticleDOI
TL;DR: In this paper, the authors reviewed the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer's shopping behavior.
Abstract: Store atmospherics affect consumer behavior. This message has created a revolution in sensory marketing techniques, such that across virtually every product category, retailers and manufacturers seek to influence the consumer's “sensory experience.” The key question is how should a company design its multisensory atmospherics in store to ensure that the return on its investment is worthwhile? This paper reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer's shopping behavior. The findings emphasize the need for further research to address how the multisensory retail environment shapes customer experience and shopping behavior.

375 citations

Journal ArticleDOI
TL;DR: A review of sound and shape symbolism in food and beverages can be found in this paper, where a variety of robust cross-modal correspondences between sounds and shapes, and the sensory attributes (specifically the taste, flavor, aroma, and oral-somatosensory attributes) of various foods and beverages are reviewed.

295 citations


Cites background from "Crossmodal correspondences: A tutor..."

  • ...Fortunately, however, statistical techniques now exist with which to determine the significance of such patterns of crossmodal correspondence (see Spence, 2011c), both in the psychology or linguistics laboratory, and, more importantly, out there in the marketplace....

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  • ...One aspect of multisensory perception that has started to gain increasing importance over the last couple of years relates to the topic of crossmodal correspondences (Spence, 2011a, 2011b, 2011c)....

    [...]

Journal ArticleDOI
TL;DR: There were strong correlations between the emotional associations of the music and those of the colors chosen to go with the music, supporting an emotional mediation hypothesis in both cultures.
Abstract: Experimental evidence demonstrates robust cross-modal matches between music and colors that are mediated by emotional associations. US and Mexican participants chose colors that were most/least consistent with 18 selections of classical orchestral music by Bach, Mozart, and Brahms. In both cultures, faster music in the major mode produced color choices that were more saturated, lighter, and yellower whereas slower, minor music produced the opposite pattern (choices that were desaturated, darker, and bluer). There were strong correlations (0.89 < r < 0.99) between the emotional associations of the music and those of the colors chosen to go with the music, supporting an emotional mediation hypothesis in both cultures. Additional experiments showed similarly robust cross-modal matches from emotionally expressive faces to colors and from music to emotionally expressive faces. These results provide further support that music-to-color associations are mediated by common emotional associations.

240 citations

Journal ArticleDOI
TL;DR: This review is designed to help the interested reader better understand what sensory marketing in a digital context can offer, thus hopefully opening the way for further research and development in the area.

234 citations

References
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Journal ArticleDOI
TL;DR: An implicit association test (IAT) measures differential association of 2 target concepts with an attribute when instructions oblige highly associated categories to share a response key, and performance is faster than when less associated categories share a key.
Abstract: An implicit association test (IAT) measures differential association of 2 target concepts with an attribute. The 2 concepts appear in a 2-choice task (e.g., flower vs. insect names), and the attribute in a 2nd task (e.g., pleasant vs. unpleasant words for an evaluation attribute). When instructions oblige highly associated categories (e.g., flower + pleasant) to share a response key, performance is faster than when less associated categories (e.g., insect + pleasant) share a key. This performance difference implicitly measures differential association of the 2 concepts with the attribute. In 3 experiments, the IAT was sensitive to (a) near-universal evaluative differences (e.g., flower vs. insect), (b) expected individual differences in evaluative associations (Japanese + pleasant vs. Korean + pleasant for Japanese vs. Korean subjects), and (c) consciously disavowed evaluative differences (Black + pleasant vs. White + pleasant for self-described unprejudiced White subjects).

9,731 citations

Book
01 Jan 1957
TL;DR: In this article, the authors deal with the nature and theory of meaning and present a new, objective method for its measurement which they call the semantic differential, which can be adapted to a wide variety of problems in such areas as clinical psychology, social psychology, linguistics, mass communications, esthetics, and political science.
Abstract: In this pioneering study, the authors deal with the nature and theory of meaning and present a new, objective method for its measurement which they call the semantic differential. This instrument is not a specific test, but rather a general technique of measurement that can be adapted to a wide variety of problems in such areas as clinical psychology, social psychology, linguistics, mass communications, esthetics, and political science. The core of the book is the authors' description, application, and evaluation of this important tool and its far-reaching implications for empirical research.

9,476 citations

Book
01 Jan 1966

6,307 citations

Journal ArticleDOI
TL;DR: It is concluded that recent theories placing the explanatory weight on parallel processing of the irrelevant and the relevant dimensions are likely to be more sucessful than are earlier theories attempting to locate a single bottleneck in attention.
Abstract: The literature on interference in the Stroop Color-Word Task, covering over 50 years and some 400 studies, is organized and reviewed. In so doing, a set of 18 reliable empirical finding is isolated that must be captured by any successful theory of the Stroop effect. Existing theoretical positions are summarized and evaluated in view of this critical evidence and the 2 major candidate theories ―relative speed of processing and automaticity of reading― are found to be wanting. It is concluded that recent theories placing the explanatory weight on parallel processing of the irrelevant and the relevant dimensions are likely to be more sucessful than are earlier theories attempting to locate a single bottleneck in attention

5,172 citations

Trending Questions (1)
How to write an introduction for an essay about multisensory perception and crossmodal correspondences?

The introduction for an essay about multisensory perception and crossmodal correspondences should discuss the importance of combining sensory information and the role of crossmodal correspondences in this process.