Assessing crossmodal correspondences in exotic fruit juices: The case of shape and sound symbolism

作者：Ngo Mary K^*; Velasco Carlos; Salgado Alejandro; Boehm Emilia; O'Neill Daniel; Spence Charles

来源：Food Quality and Preference, 2013, 28(1): 361-369.

DOI：10.1016/j.foodqual.2012.10.004

• Shape symbolism
• Sound symbolism
• Product packaging
• Product naming
• Cross-cultural food research

We report a series of experiments designed to investigate shape and sound symbolism, or what is sometimes referred to as crossmodal correspondences, in a range of commercial fruit pulps/juices. In the experiments reported here, British and Colombian participants tasted a number of fruit juices (including pineapple, lulo, guanabana, passion fruit, mango and feijoa) before filling in a series of pencil-and-paper line scales. The results revealed that those juices that were considered sweet and low in sourness were consistently matched with rounder shapes and speech sounds, sounds with a lower pitched, and were generally liked more. Meanwhile, those juices that were rated as tasting sour were consistently matched with angular shapes, sharper speech sounds, sounds with a higher pitch, and were liked less. These results have a number of potentially important implications for the packaging and labeling of fruit juices, especially in those countries where the fruit juices may currently be unfamiliar to consumers.

• 出版日期2013-4