Dataset Information

Cross-Modal Correspondences Between Temperature and Taste Attributes.

ABSTRACT: Temperature is an important characteristic of food and drink. In addition to food-intrinsic temperature (i.e., serving temperature), consumers often experience food-extrinsic temperature (e.g., physical warmth). Emerging research on cross-modal correspondence has revealed that people reliably associate temperature with other sensory features. Building on the literature on cross-modal correspondence and sensation transference theory, the present study aimed to reveal mental representations of temperature-taste correspondence and cross-modal mental representations influencing corresponding sensory/hedonic perceptions of beverages, with a focus on manipulating food-extrinsic warmth. To reveal mental representations of temperature-taste correspondence, Experiment 1 investigated whether temperature words (warm, cool) are associated with sensory/hedonic attributes (e.g., sweet, sour, salty, bitter). The results of Experiment 1 demonstrated that warm (vs. cool) was matched more with saltiness, tastiness, healthfulness, and preference (intention to buy), whereas cool (vs. warm) was matched more with sourness and freshness. Experiment 2 assessed whether cross-modal mental representations influence corresponding sensory/hedonic perceptions of beverages. The participants wore hot and cold pads and rated sensory/hedonic attributes of Japanese tea (Experiment 2a) or black coffee (Experiment 2b) before and after tasting it. The results of Experiment 2a demonstrated that physical warmth (vs. coldness) increased healthfulness and the intention to buy Japanese tea. The results of Experiment 2b did not reveal any effects of physical warmth on sensory/hedonic ratings. These findings provide evidence of taste-temperature correspondence and provide preliminary support for the influence of food-extrinsic warmth on taste attributes related to positivity.

SUBMITTER: Motoki K

PROVIDER: S-EPMC7546214 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature

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Cross-Modal Correspondences Between Temperature and Taste Attributes.

Motoki Kosuke K Saito Toshiki T Nouchi Rui R Sugiura Motoaki M

Frontiers in psychology 20200925

Temperature is an important characteristic of food and drink. In addition to food-intrinsic temperature (i.e., serving temperature), consumers often experience food-extrinsic temperature (e.g., physical warmth). Emerging research on cross-modal correspondence has revealed that people reliably associate temperature with other sensory features. Building on the literature on cross-modal correspondence and sensation transference theory, the present study aimed to reveal mental representations of tem ...[more]

PMID: 33101140

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Project description:The study analyses the existence of cross-modal associations in the general population between a series of paintings and a series of clips of classical (guitar) music. Because of the complexity of the stimuli, the study differs from previous analyses conducted on the association between visual and auditory stimuli, which predominantly analyzed single tones and colors by means of psychophysical methods and forced choice responses. More recently, the relation between music and shape has been analyzed in terms of music visualization, or relatively to the role played by emotion in the association, and free response paradigms have also been accepted. In our study, in order to investigate what attributes may be responsible for the phenomenon of the association between visual and auditory stimuli, the clip/painting association was tested in two experiments: the first used the semantic differential on a unidimensional rating scale of adjectives; the second employed a specific methodology based on subjective perceptual judgments in first person account. Because of the complexity of the stimuli, it was decided to have the maximum possible uniformity of style, composition and musical color. The results show that multisensory features expressed by adjectives such as "quick," "agitated," and "strong," and their antonyms "slow," "calm," and "weak" characterized both the visual and auditory stimuli, and that they may have had a role in the associations. The results also suggest that the main perceptual features responsible for the clip/painting associations were hue, lightness, timbre, and musical tempo. Contrary to what was expected, the musical mode usually related to feelings of happiness (major mode), or to feelings of sadness (minor mode), and spatial orientation (vertical and horizontal) did not play a significant role in the association. The consistency of the associations was shown when evaluated on the whole sample, and after considering the different backgrounds and expertise of the subjects. No substantial difference was found between expert and non-expert subjects. The methods used in the experiment (semantic differential and subjective judgements in first person account) corroborated the interpretation of the results as associations due to patterns of qualitative similarity present in stimuli of different sensory modalities and experienced as such by the subjects. The main result of the study consists in showing the existence of cross-modal associations between highly complex stimuli; furthermore, the second experiment employed a specific methodology based on subjective perceptual judgments.

Dataset Information

Cross-Modal Correspondences Between Temperature and Taste Attributes.

Publications

Cross-Modal Correspondences Between Temperature and Taste Attributes.

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