Cross-modal correspondence between tactile onomatopoeia and color: Its association with affective response

This research investigated the association of cross-modal correspondence between tactile ideophones and color with pleasant/unpleasant affect and bizarreness. In Experiment 1 (N＝30), we used a matching task to examine cross-modal correspondence between tactile ideophones and color, and created cross-modal congruent and incongruent stimuli. In Experiment 2 (N＝52), participants were asked to evaluate each of the congruent, incongruent, tactile ideophones-only, and color-only stimuli presented on the screen for pleasant/unpleasant affect and bizarreness. The results showed that the cross-modal incongruent stimuli evoked stronger unpleasant affect and bizarreness than congruent stimuli. These findings highlight the existence of cross-modal correspondence between tactile ideophones and color and suggest how cross-modal correspondence is associated with affective response.