Xiaoang Wan

Conducting perception research over the internet: a tutorial review.

This article provides an overview of the recent literature on the use of internet-based testing to address important questions in perception research. Our goal is to provide a starting point for the perception researcher who is keen on assessing this tool for their own research goals. Internet-based testing has several advantages over in-lab research, including the ability to reach a relatively broad set of participants and to quickly and inexpensively collect large amounts of empirical data, via services such as Amazon’s Mechanical Turk or Prolific Academic. In many cases, the quality of online data appears to match that collected in lab research. Generally-speaking, online participants tend to be more representative of the population at large than those recruited for lab based research. There are, though, some important caveats, when it comes to collecting data online. It is obviously much more difficult to control the exact parameters of stimulus presentation (such as display characteristics) with online research. There are also some thorny ethical elements that need to be considered by experimenters. Strengths and weaknesses of the online approach, relative to others, are highlighted, and recommendations made for those researchers who might be thinking about conducting their own studies using this increasingly-popular approach to research in the psychological sciences.

Cross-cultural differences in crossmodal correspondences between basic tastes and visual features

We report a cross-cultural study designed to investigate crossmodal correspondences between a variety of visual features (11 colors, 15 shapes, and 2 textures) and the five basic taste terms (bitter, salty, sour, sweet, and umami). A total of 452 participants from China, India, Malaysia, and the USA viewed color patches, shapes, and textures online and had to choose the taste term that best matched the image and then rate their confidence in their choice. Across the four groups of participants, the results revealed a number of crossmodal correspondences between certain colors/shapes and bitter, sour, and sweet tastes. Crossmodal correspondences were also documented between the color white and smooth/rough textures on the one hand and the salt taste on the other. Cross-cultural differences were observed in the correspondences between certain colors, shapes, and one of the textures and the taste terms. The taste-patterns shown by the participants from the four countries tested in the present study are quite different from one another, and these differences cannot easily be attributed merely to whether a country is Eastern or Western. These findings therefore highlight the impact of cultural background on crossmodal correspondences. As such, they raise a number of interesting questions regarding the neural mechanisms underlying crossmodal correspondences.

On tasty colours and colourful tastes? Assessing, explaining, and utilizing crossmodal correspondences between colours and basic tastes

Can basic tastes, such as sweet, sour, bitter, salty, and possibly also umami, be conveyed by means of colour? If so, how should we understand the relationship between colours and tastes: Is it universal or relative, innate or acquired, unidirectional or bidirectional? Here, we review the growing body of scientific research showing that people systematically associate specific colours with particular tastes. We highlight how these widely shared bidirectional crossmodal correspondences generalize across cultures and stress their difference from synaesthesia (with which they are often confused). The various explanations that have been put forward to account for such crossmodal mappings are then critically evaluated. Finally, we go on to look at some of the innovative ways in which chefs, culinary artists, designers, and marketers are taking—or could potentially push further—the latest insights from research in this area as inspiration for their own creative endeavours.

Does the type of receptacle influence the crossmodal association between colour and flavour? A cross-cultural comparison

BackgroundWe report a cross-cultural study designed to investigate whether the type of receptacle in which a coloured beverage is presented influences the colour-flavour associations that consumers make. Participants from the United States of America (USA) and China were shown photographs of red, green, yellow, blue, orange, brown, and clear liquids in a water glass, a wine glass, a cocktail glass, and a plastic cup.ResultsThe two groups of participants exhibited different colour-flavour associations for the green, yellow, orange, and brown drinks when these were presented in the different receptacles, suggesting some interesting interactions between the receptacle, colour, and flavour. Cross-cultural differences were also observed in the colour-flavour associations for red and blue drinks that were independent of the type of container in which the drinks were presented.ConclusionsThese findings highlight the existence of an interaction between contextual factors (the receptacle in which a drink is presented) and the cultural background of our participants (China versus the USA) in terms of colour-flavour associations. Such results raise interesting questions regarding the underlying mechanisms responsible for these effects.

Searching for flavor labels in food products: the influence of color-flavor congruence and association strength

Prior research provides robust support for the existence of a number of associations between colors and flavors. In the present study, we examined whether congruent (vs. incongruent) combinations of product packaging colors and flavor labels would facilitate visual search for products labeled with specific flavors. The two experiments reported here document a Stroop-like effect between flavor words and packaging colors. The participants were able to search for packaging flavor labels more rapidly when the color of the packaging was congruent with the flavor label (e.g., red/tomato) than when it was incongruent (e.g., yellow/tomato). In addition, when the packaging color was incongruent, those flavor labels that were more strongly associated with a specific color yielded slower reaction times and more errors (Stroop interference) than those that were less strongly tied to a specific color. Importantly, search efficiency was affected both by color/flavor congruence and association strength. Taken together, these results therefore highlight the role of color congruence and color–word association strength when it comes to searching for specific flavor labels.

Assessing the benefits of multisensory audiotactile stimulation for overweight individuals

AbstractWe report an experiment designed to examine whether individuals who are overweight would perform differently when trying to detect and/or discriminate auditory, vibrotactile, and audiotactile targets. The vibrotactile stimuli were delivered either to the participant’s abdomen or to his hand. Thirty-six young male participants were classified into normal, underweight, or overweight groups based on their body mass index. All three groups exhibited a significant benefit of multisensory (over the best of the unisensory) stimulation, but the magnitude of this benefit was modulated by the weight of the participant, the task, and the location from which the vibrotactile stimuli happened to be presented. For the detection task, the overweight group exhibited a significantly smaller benefit than the underweight group. In the discrimination task, the overweight group showed significantly more benefits than the other two groups when the vibrotactile stimuli were delivered to their hands, but not when the stimuli were delivered to their abdomens. These results might raise some interesting questions regarding the mechanisms underlying audiotactile information processing and have applied relevance for the design of the most effective warning signal (e.g., for drivers).

Age-related effects in inter-trial inhibition of attention

ABSTRACT Young and older adults indentified the shape of a color oddball in a visual search task, and both showed faster and more accurate responses when the distractor color was passively viewed in the preceding target-absent trial than when the target color was previewed. This inter-trial effect, known as the distractor previewing effect (DPE), reflects an attentional bias that prevents attention from focusing on recently inspected features that failed to produce a target. The results showed that the DPE pattern was preserved across the lifespan, and that the age-related increase in the magnitude of the DPE appeared rooted in age-related slowing, suggesting substantial sparing of this inhibitory effect in old age.

Visual search for triangles in wine labels

Visual search for a downward-pointing triangle among upward-pointing triangles is faster than vice versa, a phenomenon referred to as the downward-pointing triangle superiority (DPTS) effect. Here, we report two new experiments designed to investigate whether this phenomenon also emerges when a triangle appears as a local feature within a wine label. The experimental task was to identify whether all of the wine bottles in a store display were the same or not, while each wine bottle had either a downward- or upward-pointing triangle displayed on its label. The results of Experiment 1 revealed that the participants responded more rapidly when searching for a wine bottle with a downward-pointing triangle on its label than when the target had a triangle pointing upward, indicating the presence of a DPTS effect. In Experiment 2, the DPTS effect was replicated while varying the set size. The magnitude of the DPTS effect increased with increasing set size. Taken together, these results revealed similar visual search results for pictorial stimuli with triangles as local features as for geometric triangular shapes. The implications of these findings for the design of product labels are discussed.

Age-related differences in the distractor previewing effect with schematic faces of emotions

ABSTRACT Young and older adults searched for a unique face in a set of three schematic faces and identified a secondary feature of the target. The faces could be negative, positive, or neutral. Young adults were slower and less accurate in searching for a negative face among neutral faces when they had previewed a display of negative faces than when they had previewed neutral faces, indicating an emotional distractor previewing effect (DPE), but this effect was eliminated with inverted faces. The DPE is an index of inter-trial inhibition to keep attention away from previewed, non-target information. Older adults also showed such an emotional DPE, but it was present with both upright and inverted faces. These results show that, in general, both young and old participants are sensitive to trial history, yet the different patterns of results suggest that these two groups remember and use different types of perceptual information when searching through emotional faces.

Assessing the Influence of the Drinking Receptacle on the Perception of the Contents

When we drink, we nearly always come into direct contact with the receptacles—the glasses, cups, mugs, cans, and bottles—in which those drinks are contained. In this chapter, we assess the impact that the physical and sensory attributes of the receptacle on people’s perception of the contents. First, we review the latest evidence concerning how the shape of the receptacle influences people’s perception of the likely taste/flavor of a drink. It turns out that the drinking vessel can affect everything from a consumer’s hedonic response to a beverage through to how refreshing they find it. Second, we review the research demonstrating that the color, weight, and texture of the receptacle influences people’s perception of the contents, and introduce the notion of “sensation transference.” Third, we review those consumer studies that have attempted to assess how containers influence both people’s initial perception of volume, and their subsequent consumption, of beverages. Last, but by no means least, we point out the implications of the latest research findings for marketing, and highlight a number of potentially fruitful directions for future research. Taken together, the available evidence demonstrates that the vessels from which we drink (although being frequently neglected by the scientific research community) exert a far greater influence over our perception of the sensory and hedonic qualities of the contents, and on our consumption behaviors than is often realized.