I don’t see what you’re saying: The maluma/takete effect does not depend on the visual appearance of phonemes as they are articulated

In contrast to the principle of arbitrariness, recent work has shown that language can iconically depict referents being talked about. One such example is the maluma/takete effect: an association between certain phonemes (e.g., those in maluma) and round shapes, and other phonemes (e.g., those in takete and spiky shapes). An open question has been whether this association is crossmodal (arising from phonemes’ sound or kinesthetics) or unimodal (arising from phonemes’ visual appearance). In the latter case, individuals may associate a person’s rounded lips as they pronounce the /u/ in maluma with round shapes. We examined this hypothesis by having participants pair nonwords with shapes in either an audio-only condition (they only heard nonwords) or an audiovisual condition (they both heard nonwords and saw them articulated). We found no evidence that seeing nonwords articulated enhanced the maluma/takete effect. In fact, there was evidence that it decreased it in some cases. This was confirmed with a Bayesian analysis. These results eliminate a plausible explanation for the maluma/takete effect, as an instance of visual matching. We discuss the alternate possibility that it involves crossmodal associations.