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dc.contributor.authorVelasco, Carlos
dc.contributor.authorWoods, Andy T.
dc.contributor.authorWan, Xiaoang
dc.contributor.authorSalgado-Montejo, Alejandro
dc.contributor.authorBernal-Torres, Cesar
dc.contributor.authorCheok, Adrian David
dc.contributor.authorSpence, Charles
dc.date.accessioned2018-05-29T11:33:07Z
dc.date.available2018-05-29T11:33:07Z
dc.date.created2017-01-20T00:44:19Z
dc.date.issued2018
dc.identifier.citationPsychology of Aesthetics, Creativity, and the Arts, 2018, 12(2), 236-248nb_NO
dc.identifier.issn1931-3896
dc.identifier.issn1931-390x
dc.identifier.urihttp://hdl.handle.net/11250/2499581
dc.description.abstractPeople associate tastes and taste words (e.g., “bitter,” “sweet,” etc.) with shape features in predictable ways. In the present study, we evaluate how the curvature and boldness of typeface influences the gustatory taste (i.e., bitter, salty, sour, and sweet) associated with the typefaces of words written in 3 languages (Spanish, English, and Chinese). The study also included participants from 3 countries: Colombia, the United Kingdom, and China. Consistent with previous research, rounder typefaces were reliably associated with the word sweet, whereas more angular typefaces were associated with the other tastes in all 3 languages and countries. These results provide robust support for the notion that shape curvature is differentially matched to tastes, in a manner that is similar, across countries. Moreover, the results also indicate that all of the participants evaluated the angular typefaces in Spanish and English as more bitter, salty, and sour than the round typefaces in Spanish and English, but this angular/rounded effect was not found with Chinese typefaces. Additionally, the rounder typefaces were evaluated as sweeter than the angular typefaces in all languages and countries. Given that the Chinese round and angular characters differed only in terms of the perceived curvature (not liking, familiarity, and clarity), it is not possible to conclude that liking accounts for all the correspondences that we report. Possible mechanisms and directions for future research are discussednb_NO
dc.language.isoengnb_NO
dc.publisherAmerican Psychological Associationnb_NO
dc.titleThe taste of typefaces in different countries and languagesnb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.description.versionacceptedVersionnb_NO
dc.source.journalPsychology of Aesthetics, Creativity, and the Artsnb_NO
dc.identifier.doi10.1037/aca0000120
dc.identifier.cristin1432940
dc.description.localcode1, Forfatterversjonnb_NO
cristin.unitcode158,11,0,0
cristin.unitnameInstitutt for markedsføring
cristin.ispublishedtrue
cristin.fulltextpostprint
cristin.qualitycode1


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