We Find Some Word Sounds More Emotionally Arousing Than Other

Of all “cross-modal” findings, the most famous is surely the bouba-kiki effect — that we tend to pair round, blobby shapes with the sound bouba and spiky shapes with kiki. However, research has not yet revealed why this effect is common among adults who speak very different languages — and even in infants as young as four. Various theories have been put forward. One holds that levels of emotional arousal may be key — that both kiki and a spiky shape trigger relatively high levels of arousal, compared with bouba and a blob. Now a new study, reported in Psychological Science, provides compelling evidence for this idea. ….[READ]