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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.

Original publication

DOI

10.1016/j.cognition.2012.09.007

Type

Journal article

Journal

Cognition

Publication Date

02/2013

Volume

126

Pages

165 - 172

Keywords

Adolescent, Adult, Culture, Female, Humans, Language, Male, Namibia, Phonetics, Symbolism, Taste, Verbal Behavior