Disentangling multimodal processes in social categorization.

The current work examines the role of sensorimotor processes (manipulating whether visual exposure to hard and soft stimuli encourage sensorimotor simulation) and metaphor processes (assessing whether participants have understanding of a pertinent metaphor: "hard" Republicans and "soft" Democrats) in social categorization. Using new methodology to disassociate these multimodal processes (i.e., semantic, metaphoric, and sensorimotoric), the current work demonstrates that both sensorimotor and metaphor processes, combined, are needed to find an effect upon conceptual processing, providing evidence in support of the combined importance of these two theorized components. When participants comprehended the metaphor of hard Republicans and soft Democrats, and when encouraged to simulate sensorimotor experiences of hard and soft stimuli, those stimuli influenced categorization of faces as Republican and Democrat.