BEGIN:VCALENDAR VERSION:2.0 PRODID:-//Talks.cam//talks.cam.ac.uk// X-WR-CALNAME:Talks.cam BEGIN:VEVENT SUMMARY:Crossmodal correspondences: Looking for links between sound symbol ism &\; synaesthesia\, &\; their application to multisensory marketi ng - Professor Charles Spence\, Crossmodal Research Laboratory\, Universi ty of Oxford &\; Head of Sensory Marketing\, JWT Ad Agency DTSTART:20140131T163000Z DTEND:20140131T180000Z UID:TALK49765@talks.cam.ac.uk CONTACT:Louise White DESCRIPTION:“Are lemons fast or slow?”\; “Is carbonated water round or angular?” Most people agree on their answers to these questions. Thes e are examples of correspondences\, that is\, the tendency for a feature\, in one sensory modality\, either physically present\, or merely imagined\ , to be matched (or associated) with a feature\, either physically present \, or merely imagined\, in another modality. Crossmodal correspondences ap pear to exist between all pairings of senses\, and have been shown to affe ct everything from people’s speeded responses to their performance in un speeded psychophysical tasks. While some correspondences are culture-speci fic (e.g.\, the correspondence between angularity and bitterness)\, others are likely to be universal (e.g.\, the correspondence between auditory pi tch and visual or haptic size). Intriguingly\, some animals (e.g.\, chimpa nzees)\, as well as young infants\, appear to be sensitive to certain cros smodal correspondences. In this talk\, I will discuss a number of the expl anations that have been put forward to account for the existence of crossm odal correspondences. I will also examine the relationship between crossmo dal correspondences and sound symbolism\, and tackle the thorny question o f whether crossmodal correspondences should be thought of as a kind of syn aesthesia that is common to us all. Finally\, I will highlight some of the latest marketing applications that are now emerging from basic research o n crossmodal correspondences in the design of everything from beverage lab els through to the music you listen to while drinking your cup of coffee ( or cognac).\n\nDeroy\, O.\, & Spence\, C. (2013). Weakening the case for ‘weak synaesthesia’: Why crossmodal correspondences are not synaesthet ic. Psychonomic Bulletin & Review\, 20\, 643-664.\nSpence\, C. (2011). Cro ssmodal correspondences: A tutorial review. Attention\, Perception\, & Psy chophysics\, 73\, 971-995.\nSpence\, C. (2012). Managing sensory expectati ons concerning products and brands: Capitalizing on the potential of sound and shape symbolism. Journal of Consumer Psychology\, 22\, 37-54.\nSpence \, C. (2012). Synaesthetic marketing: Cross sensory selling that exploits unusual neural cues is finally coming of age. The Wired World in 2013\, No vember\, 104-107.\n LOCATION:Ground Floor Lecture Theatre\, Department of Psychology END:VEVENT END:VCALENDAR