Investigating the Effect of Visual Imagery and Learning Shape-Audio Regularities on Bouba and Kiki.

This article presents a protocol for investigating the role of visual imagery in the bouba/kiki-effect, whether training in noticing the bouba/kiki shape-audio regularities affects the bouba/kiki-effect and the recognition of individual bouba and kiki shapes, and finally what mental images these regularities produce. To generate bouba/kiki shape-audio regularities, there were two types of shapes (filled; outlined) and two types of audio (word; non-word sound). Three groups of individuals participated in three experiments: Blind, blindfold, and vision. The experiments were conducted in fixed order across participants, with no break between them. In Experiment 1 (pre-test-post-test design with three repeated within-group measures) the participants were asked to pick out the shape they associated with the auditory bouba/kiki; in Experiment 2 (within-subject design), to name one shape and some audio (sometimes congruous; sometimes incongruous) as 'bouba' or 'kiki;' and in Experiment 3 (post-test only design), to draw the shape they associated with the auditory bouba/kiki. The results suggest that the blindfold-group draw upon visual imagery to solve new problems, but not long term; that training in noticing bouba/kiki shape-audio regularities affects the bouba/kiki-effect and the recognition of individual bouba and kiki shapes, but differently in each experimental group; and that all experimental groups create mental images of the most characteristic shape feature of bouba (curve) and kiki (angle). In fact, the effect of visual imagery is robust across tasks, but not long term; the effect of learning shape-audio regularities is robust long term, but not across tasks. The presented protocol is appropriate for investigating the effect of visual imagery and learning shape-audio regularities, when they occur and how robust they are; in specific individuals and groups of individuals. This protocol is unique in that it keeps under control both the visual imagery and the sensory information during training and testing.

Bouba or kiki with and without vision: Shape-audio regularities and mental images.

95% of the world's population associate a rounded visual shape with the spoken word 'bouba', and an angular visual shape with the spoken word 'kiki', known as the bouba/kiki-effect. The bouba/kiki-effect occurs irrespective of familiarity with either the shape or word. This study investigated the bouba/kiki-effect when using haptic touch instead of vision, including the role of visual imagery. It also investigated whether the bouba/kiki shape-audio regularities are noticed at all, that is, whether they affect the bouba/kiki-effect itself and/or the recognition of individual bouba/kiki shapes, and finally what mental images they produce. Three experiments were conducted, with three groups of participants: blind, blindfold, and vision. In Experiment 1, the participants were asked to pick out the tactile/visual shape that they associated with the auditory bouba/kiki. Experiment 1 found that the participants who were blind did not show an instant bouba/kiki-effect (in Trial 1), whereas the blindfolded and the fully sighted did. It also found that the bouba/kiki shape-audio regularities affected the bouba/kiki-effect when using haptic touch: Those who were blind did show the bouba/kiki-effect from Trial 4, and those who were blindfolded no longer did. In Experiment 2, the participants were asked to name one tactile/visual shape and a segment of audio together as either 'bouba' or 'kiki'. Experiment 2 found that corresponding shape and audio improved the accuracy of both the blindfolded and the fully sighted, but not of those who were blind - they ignored the audio. Finally, in Experiment 3, the participants were asked to draw the shape that they associated with the auditory bouba/kiki. Experiment 3 found that their mental images, as depicted in their drawings, were not affected by whether they had experienced the bouba/kiki shapes by haptic touch or by vision. Regardless of their prior shape experience, that is, tactile or visual, their mental images included the most characteristic shape feature of bouba and kiki: curve and angle, respectively, and typically not the global shape. When taken together, these experiments suggest that the sensory regularities and mental images concerning bouba and kiki do not have to be based on, or even include visual information.