科研之友
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摘要
Reliable crossmodal correspondences have been demonstrated between dark and mint chocolates with angular shapes and sharper-sounding speech sounds on one hand, and between milk chocolate with organic shapes and rounder-sounding speech sounds on the other. In the present study, a panel of consumers was presented with four different chocolates: two mints (solid and fondant), one dark and one milk. They either tasted (Experiment 1) or simply imagined tasting (Experiment 2) the chocolates and indicated whether the perceived flavor matched one or other of the items (nonsense words or simple outline shapes) anchoring various line scales by marking a point along each scale. Dark and solid mint chocolates were more angular-shaped and associated with sharp meaningless speech sounds (e.g., tuki and takete). Mint fondant, by contrast, was considered less angular and more pleasant than dark or solid mints, while milk chocolate was more pleasant and strongly associated with organic shapes and rounded speech sounds (e.g., lula and maluma). These results corroborate and build upon recent findings concerning sound symbolism in the taste and flavor domain by highlighting the fact that oral-somatosensory textural cues play an important role in determining the crossmodal correspondences that regular consumers have for foodstuffs such as chocolate.
- 出版日期2011-12
