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ERIC Number: EJ1006351
Record Type: Journal
Publication Date: 2013-Feb
Pages: 8
Abstractor: As Provided
Reference Count: N/A
ISBN: N/A
ISSN: ISSN-0010-0277
"Bouba" and "Kiki" in Namibia? A Remote Culture Make Similar Shape-Sound Matches, but Different Shape-Taste Matches to Westerners
Bremner, Andrew J.; Caparos, Serge; Davidoff, Jules; de Fockert, Jan; Linnell, Karina J.; Spence, Charles
Cognition, v126 n2 p165-172 Feb 2013
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. (Contains 2 figures.)
Elsevier. 3251 Riverport Lane, Maryland Heights, MO 63043. Tel: 800-325-4177; Tel: 314-447-8000; Fax: 314-447-8033; e-mail: JournalCustomerService-usa@elsevier.com; Web site: http://www.elsevier.com
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Namibia