The effects of the physiognomic stimuli taketa and maluma on the meanings of neutral stimuli

Abstract

In physiognomy, sensory, perceptual, and affective connotations are suggested by an object. For example, a mountain, in addition to being literally big, may also seem “quiet, looming, and threatening.” The capacity of physiognomically endowed but meaningless stimuli (like taketa and maluma) to transfer these meanings to similarly unfamiliar but neutral stimuli was examined on 15 perceptual, affective, and sensory rating scales (N = 118). The meanings of the two neutral stimuli were influenced in 26 instances (vs. 8 cases in which the neutral stimuli followed one other); most changes were affective and sensory rather than perceptual; and the shifts in meanings were noncongruent—taketa’s “aggressiveness,” for example, led to a “peaceful” rating of the two neutral shapes. The implications of these findings are discussed. © 1990, The psychonomic Society, Inc.. All rights reserved.