Tasting prosody: Crossmodal correspondences between voice quality and basic tastes

Voice quality or type of phonation (e.g., a whispery voice) can prime specific sensory associations amongst consumers. In the realm and consumer science, wide range taste-sound correspondences has been documented. A growing body research on crossmodal revealed that people reliably associate sounds with basic taste qualities. Here, we examined largely unexplored between tastes sounds: namely taste-voice correspondences. Across three pre-registered studies, participants associated four types voice qualities (modal, whispery, creaky, falsetto) five (sweet, sour, salty, bitter, umami). Study 1 investigated relations words. 2 attempted to replicate findings underpinning psychological mechanisms in terms semantic/emotional associations. 3 used descriptions food products varied their expand applicability findings. The results demonstrated particular tastes. Falsetto voices are matched more strongly sweetness than other voices. Creaky bitterness Modal umami creaky Evaluation/positive valence might partially underlie sweet/bitter-voice Taken together, these reveal novel case sound-taste deepen our understanding how attributes from different senses.