Tasting names: Systematic investigations of taste-speech sounds associations

The role of valence and arousal for phonological iconicity in the lexicon of German: a cross-validation study using pseudoword ratings

The notion of sound symbolism receives increasing interest in psycholinguistics. Recent research - including empirical effects of affective phonological iconicity on language processing (Adelman et al., 2018; Conrad et al., 2022) - suggested language codes affective meaning at a basic phonological level using specific phonemes as sublexical markers of emotion. Here, in a series of 8 rating-experiments, we investigate the sensitivity of language users to assumed affectively-iconic systematic distribution patterns of phonemes across the German vocabulary:After computing sublexical-affective-values (SAV) concerning valence and arousal for the entire German phoneme inventory according to occurrences of syllabic onsets, nuclei and codas in a large-scale affective normative lexical database, we constructed pseudoword material differing in SAV to test for subjective affective impressions.Results support affective iconicity as affective ratings mirrored sound-to-meaning correspondences in the lexical database. Varying SAV of otherwise semantically meaningless pseudowords altered affective impressions: Higher arousal was consistently assigned to pseudowords made of syllabic constituents more often used in high-arousal words - contrasted by less straightforward effects of valence SAV. Further disentangling specific differential effects of the two highly-related affective dimensions valence and arousal, our data clearly suggest arousal, rather than valence, as the relevant dimension driving affective iconicity effects.

Comparison of reminder-preference test to difference and preference tests: An affective approach yielding d-prime results for sensory difference and preference

Preserving the sensory characteristics of reformulated products is crucial for a successful market launch. This underscores the need for precise measurement of consumer perceptions regarding sensory differences and preferences. One approach to assess these aspects is through the utilization of the reminder-preference test, an affective difference-preference test employing the A-Not A with the reminder (A-Not AR) test design. This test measures sensory differences and preferences by employing a consolidated d' index rooted in signal detection theory and Thurstonian modeling. The aim of this study was to assess the efficacy of the reminder-preference test in measuring the degree of sensory differences and interpreting their relevance concerning consumer preference. To achieve this, the test was compared with both the A-Not AR difference test and the 2-alternative choice (2-AC) preference test. A lemon-lime-flavored carbonated drink and two types of reformulated samples were tested. Young female adult subjects were randomly divided into three groups. Each took one of the following three tests: the reminder-preference test, the reminder test of A-Not AR, or the 2-AC preference test. The reference framing in the reminder-preference and reminder tests was preceded by subjects watching the product's advertisement to assist them in framing evaluative criteria. This would also facilitate memorizing the perception of the reference product. Test sensitivity in reminder-preference matched reminder and 2-AC tests for sensory differences and preferences. Affective framing enhanced sensitivity to sensory differences resulting in a higher d' value of the sensory difference than the preference. From the results, it was possible to interpret that the measured sensory differences did not affect consumer preference. The test also illuminated brand marketing effects on preferences through branded reference comparison. Thus, the reminder-preference test shows potential as an efficient sensory method to measure sensory differences and the preference of consumers, while concurrently measuring the effects of marketing on the consumers. Therefore, it can assist in making efficient business decisions regarding product reformulations.

On the emergence of the in-out effect across trials: two items do the trick

Individuals prefer letter strings whose consonantal articulation spots move from the front of the mouth to the back (e.g., BAKA, inward) over those with a reversed consonant order (e.g., KABA, outward), the so-called in-out effect. The present research explores whether individuals hold an internal standard or scheme of consonant order that triggers this effect. If this were the case, the in-out effect should already occur in one-trial between-subjects designs. If not, the in-out effect should emerge over the course of trials in within-subjects designs. In Experiments 1a-e (1b-e preregistered; total N = 2973; German, English, and Portuguese samples) employing a one-trial between-subjects design, no in-out effect was found. In Experiment 2 (N = 253), employing within-subjects designs with either 1, 5, 10, 30, or 50 trials per consonant order category (inward vs. outward), the in-out effect was absent in the first trial, but already surfaced for the first 2 trials, reached significance within the first 10 trials and a solid plateau within the first 20 trials. Of the four theoretical explanations, the present evidence favors the fluency/frequency and letter-position accounts and is at odds with the eating-related embodiment and easy-first accounts.

People With High Autistic Traits Show Fewer Consensual Crossmodal Correspondences Between Visual Features and Tastes

Crossmodal correspondences between visual features (e.g., color/shape) and tastes have been extensively documented in recent years. Visual colors and shapes have been shown to consensually match to specific tastes. Meanwhile, individuals with autism spectrum disorder are reported to have atypical sensory processing and deficits in multisensory integration. However, the influence of autistic traits on the formation of such correspondences is relatively unknown. Here, we examined whether autistic traits could influence visual–taste associations using an online questionnaire survey among Japanese participants. The results showed that the participants exhibited strong color–taste, shape–taste, and shape–color associations, and the proportions of choosing the consensual color–taste/shape–color associations were significantly associated with autistic traits. The participants with higher autistic quotient scores chose fewer of the consensual color–taste/shape–color associations while there was no difference in choosing shape–taste associations. We interpreted the results as statistical learning with a reduced prior knowledge effect in participants with higher autistic quotient scores.

Multisensory Connections of Novel Linguistic Stimuli in Japanese as a Native Language and Referential Tastes

Previous findings have shown essential connections between linguistic and gustatory stimuli for people with autism or lexical gustatory synesthesia. We examined the associative learning of novel linguistic forms in Japanese as a native language and tastes (candies and chocolates) for healthy people. Healthy subjects performed four phases: (a) evaluation phase of gustatory features; (b) learning phases of novel linguistic form and gustatory stimulus pairs (G) or novel word forms (W); (c) recognition memory phases linked with G and W; and (d) free recall phase for G and W. In the recognition memory phases, the performance scores of W were higher than those of G, while there was no significant difference between response times of G and W. Additionally, no difference between recall performances in G and W was also shown. A subjective evaluation of gustatory features (sweetness) negatively correlated with the recall score for linguistic forms connected to the gustatory feature, whereas the accuracy rates of the recognition memory phase in G positively correlated with those of the free recall phase in G. Although learning of novel linguistic forms is more efficient than learning of the relationships between novel linguistic forms and tastes, gustatory features influence the free recall performances of linguistic forms linked with the tastes. These results may contribute to future applications to word learning not just for patients, but also healthy people.

Vowel Length Expands Perceptual and Emotional Evaluations in Written Japanese Sound-Symbolic Words

In this study, we examined whether vowel length affected the perceptual and emotional evaluations of Japanese sound-symbolic words. The perceptual and emotional features of Japanese sound-symbolic words, which included short and long vowels, were evaluated by 209 native Japanese speakers. The results showed that subjective evaluations of familiarity, visual imageability, auditory imageability, tactile imageability, emotional valence, arousal, and length were significantly higher for sound-symbolic words with long vowels compared to those with short vowels. Additionally, a subjective evaluation of speed was significantly higher for written Japanese sound-symbolic words with short vowels than for those with long vowels. The current findings suggest that vowel length in written Japanese sound-symbolic words increases the perceptually and emotionally subjective evaluations of Japanese sound-symbolic words.

Virtual Terroir and the Premium Coffee Experience

With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we explored the effect of images that evoke the terroir of coffee on the perception of premiumness. Our results revealed that online images that resembled the broad origin of coffee (i.e., a farm) could influence premiumness expectations of coffee (Experiment 1). Similarly, a virtual reality environment that depicted this broad origin (vs. a control but not a city atmosphere) could enhance the perception of coffee premiumness for non-expert consumers (Experiment 2) and the enjoyment of the experience for coffee professionals (Experiment 3). Importantly, we found that congruence between the coffee and the virtual reality (VR) atmospheres mediated how much non-experts enjoyed the experience (Experiment 2). VR atmospheres also influenced expectations of sweetness and acidity for non-experts (Experiment 2). These findings serve as a steppingstone for further exploration of the effects of congruence between visual cues and product/brand attributes on premiumness expectations and perception, and more generally on consumer experience. From a practical standpoint, this study provides insights into key aspects for the development of immersive virtual product experiences.

Sooo Sweeet! Presence of Long Vowels in Brand Names Lead to Expectations of Sweetness

Throughout the history of languages, poets and writers have used linguistic tools to enhance euphony in their creations. One of the widely used tools to convey melody in any written (or spoken) creative art form is the use of long vowels. This paper examines the linkages between long (vs. short) vowel sounds and taste expectations of sweetness. Across four studies, we demonstrate that people expect products with brand names containing long vowels to taste sweeter than those including short vowel sounds. In studies 1 and 2, we demonstrate this association with the use of self-reported measures, and in studies 3 and 4, we employ indirect measures (implicit taste-shape correspondence and Single Category Implicit Association Test (SC-IAT) paradigm) to show the effect holds at a subconscious level of processing. Previous research in this field has typically linked vowel position (high vs. low or front vs. back) with product or brand attribute expectations. This paper contributes to the growing body of literature in this field by demonstrating the importance of vowel length in sound symbolism, and more precisely, how it pertains to the taste continuum.

Cross-Modal Correspondences Between Temperature and Taste Attributes

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.

Semantics Based on the Physical Characteristics of Facial Expressions Used to Produce Japanese Vowels

Previous studies have reported that verbal sounds are associated-non-arbitrarily-with specific meanings (e.g., sound symbolism and onomatopoeia), including visual forms of information such as facial expressions; however, it remains unclear how mouth shapes used to utter each vowel create our semantic impressions. We asked 81 Japanese participants to evaluate mouth shapes associated with five Japanese vowels by using 10 five-item semantic differential scales. The results reveal that the physical characteristics of the facial expressions (mouth shapes) induced specific evaluations. For example, the mouth shape made to voice the vowel "a" was the one with the biggest, widest, and highest facial components compared to other mouth shapes, and people perceived words containing that vowel sound as bigger. The mouth shapes used to pronounce the vowel "i" were perceived as more likable than the other four vowels. These findings indicate that the mouth shapes producing vowels imply specific meanings. Our study provides clues about the meaning of verbal sounds and what the facial expressions in communication represent to the perceiver.

The effect of an image of watchful eyes on the evaluation of the appearance of food

It is known that an eye-like image promotes generosity. It is also known that the evaluation of the visual deliciousness of food is improved in the presence of an emotionally positive stimulus. The purpose of the present study was to examine whether the presence of open eyes (OPEN) causes generous behavior altering the evaluation of the visual deliciousness of food, and how the images of open and closed eyes (CLOSED) affect human emotions. Seventeen women participated in the present study. A picture of food was presented on a computer screen, and the participants predicted and evaluated its visual deliciousness. An image of OPEN or that of CLOSED was presented simultaneously with a picture of food. There was a significant difference between the OPEN and CLOSED conditions, as demonstrated by the scores on a nine-point Likert scale for visual deliciousness; the ratings in the OPEN condition were significantly higher than those in the CLOSED condition (p = 0.004). There was no significant difference in the image of watchful eyes for the perceived relaxation state; the ratings in the OPEN condition were not significantly higher than those in the CLOSED condition (p = 0.716). The results of the present study revealed that the evaluation of the visual deliciousness of food based on its appearance was likely due to the presence of an image of open watchful eyes, increasing the perceived visual deliciousness of the food without any changes in the participants’ emotions.

Extrinsic Factors Underlying Food Valuation in the Human Brain

Subjective values for food rewards guide our dietary choices. There is growing evidence that value signals are constructed in the brain by integrating multiple types of information about flavor, taste, and nutritional attributes of the foods. However, much less is known about the influence of food-extrinsic factors such as labels, brands, prices, and packaging designs. In this mini-review article, we outline recent findings in decision neuroscience, consumer psychology, and food science about the effect of extrinsic factors on food value computations in the human brain. To date, studies have demonstrated that, while the integrated value signal is encoded in the ventromedial prefrontal cortex, information on the extrinsic factors of the food is encoded in diverse brain regions previously implicated in a wide range of functions: cognitive control, memory, emotion and reward processing. We suggest that a comprehensive understanding of food valuation requires elucidation of the mechanisms behind integrating extrinsic factors in the brain to compute an overall subjective value signal.

Assessing the Influence of Visual-Taste Congruency on Perceived Sweetness and Product Liking in Immersive VR

This study was designed to assess whether the combined effect of taste-congruent and incongruent extrinsic visual cues presented in virtual reality (VR) influences the perception of sweetness and product liking. Three VR environments (sweet-congruent, sweet-incongruent, and neutral) were created based on the evidence in existing literature. Participants tasted the same beverage in three VR environments and evaluated the environment and beverage liking, as well as perceived taste intensity (sweetness, sourness, and bitterness), congruency, comfort, and environment vividness. Frontal EEG alpha asymmetry (FAA) was also recorded as a complementary physiological measurement of overall liking. The results showed that the perceived sweetness of the beverage was significantly elevated in a sweet-congruent environment versus the other environments. Visual-taste congruency did not seem to have an effect on beverage liking and overall liking, whereas an increase in environment liking was found in the incongruent environment versus the other environments. These findings confirmed the significant influence of taste-specific visual cues on flavour perception, while the successful use of VR in the study provided insight into future applications of taste-specific VR environment in the modulation of flavour perception and sugar reduction.

Effects of Context and Virtual Reality Environments on the Wine Tasting Experience, Acceptability, and Emotional Responses of Consumers

Wine tasting is a multidimensional experience that includes contextual information from tasting environments. Formal sensory tastings are limited by the use of booths that lack ecological validity and engagement. Virtual reality (VR) can overcome this limitation by simulating different environmental contexts. Perception, sensory acceptability, and emotional responses of a Cabernet Sauvignon wine under traditional sensory booths, contextual environments, and VR simulations were evaluated and compared. Participants (N = 53) performed evaluations under five conditions: (1) traditional booths, (2) bright-restaurant (real environment with bright lights), (3) dark-restaurant (real environment with dimly lit candles), (4) bright-VR (VR restaurant with bright lights), and (5) dark-VR (VR restaurant with dimly lit candles). Participants rated the acceptability of aroma, sweetness, acidity, astringency, mouthfeel, aftertaste, and overall liking (9-point hedonic scale), and intensities of sweetness, acidity, and astringency (15-point unstructured line-scale). Results showed that context (booths, real, or VR) affected the perception of the wine’s floral aroma (dark-VR = 8.6 vs. booths = 7.5). Liking of the sensory attributes did not change under different environmental conditions. Emotional responses under bright-VR were associated with “free”, “glad”, and “enthusiastic”; however, under traditional booths, they were related to “polite” and “secure”. “Nostalgic” and “daring” were associated with dark-VR. VR can be used to understand contextual effects on consumer perceptions.