AnnaMaria Borghi

Elisa Scerrati

Luisa Lugli

Roberto Nicoletti

English

Archivio istituzionale della ricerca - Università di Modena e Reggio Emilia

Seeing the Bees Buzz and Hearing the Diamonds Glisten: The Effect of the Mode of Presentation of Stimuli on the Modality-Switch EffectElisa Scerrati1, Luisa Lugli1, Anna Maria Borghi2,3, Roberto Nicoletti11 Department of Philosophy and Communication, University of Bologna 2 Department of Psychology, University of Bologna3 Institute of Cognitive Sciences and Technologies, Italian National Research Councilelisa.scerrati@unibo.itINTRODUCTION• Switching from the sentence “BEE BUZZES” to the sentence “DIAMOND GLISTENS” incurs a modalityswitching cost much like switching from an auditory tone to a light flash [1, 2].• Modality switching costs during conceptual processing have been taken as evidence supporting the assumption that perceptual information is engaged in conceptual processing [3]. • Such costs have been shown with both visual and aural presentation of stimuli [4].• However, it has not been fully explored whether such semantic costs are independent of the mode of presentation of the stimulus.METHODParticipants: 60 students (31 females; mean age: 20.586, SD: 2.45).Task: property-verification task on concept-property target pairs presented eithervisually or aurally (see figure 1 for an example of the experimental conditions).RESULTSA Repeated Analysis of Variance (ANOVA) on RTs with Mode of Presentation (same vs. different), ContentModality (same vs. different) and Target Congruency (congruent vs. incongruent) as within-subject factorswas performed. There was a main effect of Mode of Presentation, F(1, 59) = 4.582, MSe = 75789.90, p < .05,ηp2 = .072, and a main effect of Target Congruency, F(1, 59) = 18.63, MSE = 65906.25, p < .001, ηp2 = .240.REFERENCES[1] Pecher, D., Zeelenberg, R., & Barsalou, L.W. (2003). Verifying the properties of object concepts across different modalities produces switching costs. Psychological Science, 14, 119-124.[2] Spence, C., Nicholls, M.E.R., & Driver, J. (2001). The cost of expecting events in the wrong sensory modality. Perception& Psychophysics, 63, 330-336. [3] Barsalou, L. W. (2008). Grounded cognition. The Annual Review of Psychology, 59, 617–645.[4] Scerrati, E., Baroni, G., Borghi, A.M., Galatolo, R., Lugli, L., Nicoletti, R. (2015). The modality-switch effect: Visually and aurally presented prime sentences activate our senses. Front. Psychol. 6:1668. doi: 10.3389/fpsyg.2015.01668[5] van Dantzig, S., Pecher, D., Zeelenberg, R., Barsalou, L. W. (2008). Perceptual processing affects conceptual processing. Cognitive Science, 32, 579-590.DISCUSSION• In line with the hypothesis, we found evidence for the involvement of the mode of presentation of stimuli in the property verification task.• The effect of the Target Congruency is in line with the results of van Dantzig et al. (2008) [5] that showed that when a perceptual stimulus and a subsequent target sentence werein a different sensory modality, RT were slower compared to when they were in the samemodality. Our results broaden their finding showing such an interference effect within the same stimulus, that is, when the processing of perceptual and conceptual information overlap in time.• We conclude that the MSE is a multilevel effect which can occur on two different levels of information processing, i.e., perceptual and semantic.Figure 1: Example of written and spoken same and different-modality prime and target sentences in the Different-Different (DD) Different-Same (DS), Same-Different (SD), and Same-Same (SS) conditions.Figure 2: Mean Response Times (in Milliseconds) as a Function of Mode of Presentation (same vs. different), Content Modality (same vs. different) and Target Congruency (congruent vs. incongruent). Bars are standard Errors.20362013209021141900195020002050210021502200Mode of Presentation Target congruencyRTsSame Different

Seeing the Bees Buzz and Hearing the Diamonds Glisten: The Effect of the Mode of Presentation of Stimuli on the Modality-Switch Effect

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Seeing the Bees Buzz and Hearing the Diamonds Glisten: The Effect of the Mode of Presentation of Stimuli on the Modality-Switch Effect

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