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Crossmodal correspondences involving tastes

Research Project

Project/Area Number 19K23384
Research Category

Grant-in-Aid for Research Activity Start-up

Allocation TypeMulti-year Fund
Review Section 0110:Psychology and related fields
Research InstitutionMiyagi University

Principal Investigator

Motoki Kosuke  宮城大学, 食産業学群, 助教 (90850438)

Project Period (FY) 2019-08-30 – 2022-03-31
Project Status Completed (Fiscal Year 2021)
Budget Amount *help
¥2,860,000 (Direct Cost: ¥2,200,000、Indirect Cost: ¥660,000)
Fiscal Year 2020: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2019: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Keywords感覚間協応 / 感覚間相互作用 / 味覚 / 消費者行動 / 消費者心理学 / 音象徴 / クロスモーダル / 聴覚 / 音声 / 多感覚知覚 / 感覚間連合 / fMRI / 食心理学 / 食行動 / 応用心理学
Outline of Research at the Start

本研究では, 感覚間連合による味の印象形成を, 心理実験・脳機能計測を用いて解明することを目的とする. 感覚間連合とは, 視覚・聴覚・味覚のような, 異なる感覚が相互に影響する性質である. しかしながら, とりわけ味覚が関連する感覚間連合については理解が進んでいない. まず, 心理実験で視覚・聴覚が味の印象に影響することを示す. 次に, fMRI実験でそのメカニズムを解明する. 感覚間連合による味の印象形成を解明することは, 人のこころの理解を深めるだけでなく, 幅広い応用分野に重要な知見を提供できると考えられる.

Outline of Final Research Achievements

Using psychological experiments and neurophysiological techniques, crossmodal correspondences involving tastes have been investigated. Crossmodal correspondences have been defined as tendency for a feature attribute, dimension, or stimulus in on sensory modality, either physically present or merely imagined, to be matched (or associated) with a feature attribute, dimension, or stimulus in another modality (Spence & Sathian, 2020 p. 239).
The present research revealed crossmodal correspondences between audiovisual features and basic tastes. Specifically, our findings demonstrated shape-taste correspondences as well as speech sounds-taste correspondences. For example, participants tend to associate (1) round shapes, voiceless consonants, and fricative consonants with sweet tastes and (2) angular shapes, voiced consonants, and stop consonants with bitter tastes.

Academic Significance and Societal Importance of the Research Achievements

味覚は五感の一大要素であり、人間の生活に彩りを与える。人は実際に食品を味わうだけでなく、食べ物を見て味の印象を評価する。そのため、味覚の研究は、実際に味わうだけでなく、味の印象評価としても多くの研究がなされている。味の印象評価は、視覚・聴覚等の他の感覚要素を手がかりとしてなされる場合がある。例えば、消費者は食品を購買する際に、ロゴの形(視覚)や商品名(聴覚)から、どのような味がしそうかを評価する。味の印象が関わる感覚間協応を解明することは、人のこころの理解を深めるだけでなく、商学・食品科学・デザイン学といった幅広い応用分野に重要な知見を提供できると考えられる。

Report

(4 results)
  • 2021 Annual Research Report   Final Research Report ( PDF )
  • 2020 Research-status Report
  • 2019 Research-status Report
  • Research Products

    (23 results)

All 2022 2021 2020 2019 Other

All Int'l Joint Research (6 results) Journal Article (12 results) (of which Int'l Joint Research: 9 results,  Peer Reviewed: 11 results,  Open Access: 1 results) Presentation (5 results) (of which Int'l Joint Research: 1 results,  Invited: 1 results)

  • [Int'l Joint Research] University of Oxford(英国)

    • Related Report
      2021 Annual Research Report
  • [Int'l Joint Research] Nanyang Technological University(シンガポール)

    • Related Report
      2021 Annual Research Report
  • [Int'l Joint Research] University of Oxford(英国)

    • Related Report
      2020 Research-status Report
  • [Int'l Joint Research] BI Norwegian Business School(ノルウェー)

    • Related Report
      2020 Research-status Report
  • [Int'l Joint Research] Department of Experimental Psychology,/University of Oxford(英国)

    • Related Report
      2019 Research-status Report
  • [Int'l Joint Research] Department of Marketing/BI Norwegian Business School(ノルウェー)

    • Related Report
      2019 Research-status Report
  • [Journal Article] Is classical music sweeter than jazz? Crossmodal influences of background music and taste/flavour on healthy and indulgent food preferences2022

    • Author(s)
      Motoki Kosuke、Takahashi Nozomi、Velasco Carlos、Spence Charles
    • Journal Title

      Food Quality and Preference

      Volume: 96 Pages: 104380-104380

    • DOI

      10.1016/j.foodqual.2021.104380

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] How early acquired phonemes present in words (or brand names) can evoke the expectations of sweet tastes2022

    • Author(s)
      Pathak Abhishek、Calvert Gemma Anne、Motoki Kosuke、Park Jaewoo
    • Journal Title

      Food Quality and Preference

      Volume: 96 Pages: 104392-104392

    • DOI

      10.1016/j.foodqual.2021.104392

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Spiky sounds sparkling: How voiceless consonants present in the brand name of a beverage are more appropriate in conveying its carbonation strength2022

    • Author(s)
      Pathak Abhishek、Motoki Kosuke、Techawachirakul Monin、Anne Calvert Gemma
    • Journal Title

      Food Quality and Preference

      Volume: 96 Pages: 104404-104404

    • DOI

      10.1016/j.foodqual.2021.104404

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Tasting atmospherics: Taste associations with colour parameters of coffee shop interiors2021

    • Author(s)
      Motoki Kosuke、Takahashi Aika、Spence Charles
    • Journal Title

      Food Quality and Preference

      Volume: 94 Pages: 104315-104315

    • DOI

      10.1016/j.foodqual.2021.104315

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Sound symbolism overrides articulation dynamics in the taste continuum2021

    • Author(s)
      Pathak Abhishek、Calvert Gemma Anne、Motoki Kosuke
    • Journal Title

      Food Quality and Preference

      Volume: 91 Pages: 104186-104186

    • DOI

      10.1016/j.foodqual.2021.104186

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Smelling speech sounds: Association of odors with texture‐related ideophones2021

    • Author(s)
      Uchida Marin、Pathak Abhishek、Motoki Kosuke
    • Journal Title

      Journal of Sensory Studies

      Volume: 36 Issue: 5

    • DOI

      10.1111/joss.12691

    • Related Report
      2021 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Taste-shape correspondences in context2021

    • Author(s)
      Motoki Kosuke、Velasco Carlos
    • Journal Title

      Food Quality and Preference

      Volume: 88 Pages: 104082-104082

    • DOI

      10.1016/j.foodqual.2020.104082

    • Related Report
      2020 Research-status Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Constructing healthy food names: On the sound symbolism of healthy food2021

    • Author(s)
      Motoki Kosuke、Park Jaewoo、Pathak Abhishek、Spence Charles
    • Journal Title

      Food Quality and Preference

      Volume: 90 Pages: 104157-104157

    • DOI

      10.1016/j.foodqual.2020.104157

    • Related Report
      2020 Research-status Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] Eye-tracking research on sensory and consumer science: A review, pitfalls and future directions2021

    • Author(s)
      Motoki Kosuke、Saito Toshiki、Onuma Takuya
    • Journal Title

      Food Research International

      Volume: in press Pages: 110389-110389

    • DOI

      10.1016/j.foodres.2021.110389

    • Related Report
      2020 Research-status Report
    • Peer Reviewed
  • [Journal Article] Cross-Modal Correspondences Between Temperature and Taste Attributes2020

    • Author(s)
      Motoki Kosuke、Saito Toshiki、Nouchi Rui、Sugiura Motoaki
    • Journal Title

      Frontiers in Psychology

      Volume: 11 Pages: 571852-571852

    • DOI

      10.3389/fpsyg.2020.571852

    • Related Report
      2020 Research-status Report
    • Peer Reviewed
  • [Journal Article] Extrinsic Factors Underlying Food Valuation in the Human Brain2020

    • Author(s)
      Motoki Kosuke、Suzuki Shinsuke
    • Journal Title

      Frontiers in Behavioral Neuroscience

      Volume: 14 Pages: 131-131

    • DOI

      10.3389/fnbeh.2020.00131

    • Related Report
      2020 Research-status Report
  • [Journal Article] Tasting Names: Systematic Investigations of Taste-speech Sounds Associations2019

    • Author(s)
      Kosuke Motoki, Toshiki Saito, Jaewoo Park, Carlos Velasco, Charles Spence, Motoaki Sugiura
    • Journal Title

      Food Qulaity and Preference

      Volume: 80 Pages: 103801-103801

    • DOI

      10.1016/j.foodqual.2019.103801

    • Related Report
      2019 Research-status Report
    • Peer Reviewed / Open Access / Int'l Joint Research
  • [Presentation] Tasting names: Systematic investigations of taste-speech sounds associations2019

    • Author(s)
      Motoki K, Saito T, Park J, Velasco C, Spence C, & Sugiura M.
    • Organizer
      消費者行動研究学会
    • Related Report
      2019 Research-status Report
  • [Presentation] A sweet voice: The influence of crossmodal correspondences between taste and vocal pitch on advertising effectiveness.2019

    • Author(s)
      Motoki K, Saito T, Nouchi R, Kawashima R, and Sugiura M.
    • Organizer
      Pangborn Sensory Science Symposium
    • Related Report
      2019 Research-status Report
    • Int'l Joint Research
  • [Presentation] 五感による消費者行動研究2019

    • Author(s)
      元木康介
    • Organizer
      法政大学経済学部学会
    • Related Report
      2019 Research-status Report
  • [Presentation] 摂食障害傾向と味-形感覚間連合の個人差の関係2019

    • Author(s)
      元木康介
    • Organizer
      日本摂食障害学会
    • Related Report
      2019 Research-status Report
    • Invited
  • [Presentation] 多感覚経験による消費者行動: 形で味を感じて音で買う2019

    • Author(s)
      元木康介
    • Organizer
      日本認知心理学会
    • Related Report
      2019 Research-status Report

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Published: 2019-09-03   Modified: 2023-01-30  

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