"Bouba" and "Kiki" in Namibia? A remote culture make similar shape-sound matches, but different shape-taste matches to Westerners.

Journal article

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.

Authors: Bremner, A; Caparos, S; Davidoff, J; de Fockert, J; Linnell, K

• Publication status: Published
• Journal: Cognition
• Volume: 126
• Issue: 2
• Pages: 165-172
• Publication date: 2013-02-01
• DOI: 10.1016/j.cognition.2012.09.007
• EISSN: 1873-7838
• ISSN: 0010-0277
• Language: English
• Keywords: Male; Symbolism; Humans; Phonetics; Language; Female; Namibia; Verbal Behavior; Culture; Taste; Adult; Adolescent