Consider the picture on the left, which image do you associate with the name "Bouba" and which with the name "Kiki"?
When there is a natural association shared by the majority of a sociocultural group we say that there is a cross-modal association. Research shows that typically people strongly associate the visual image on the left as "Bouba" and the one on the right as "Kiki".
The theoretical foundations of Experimental Phenomenology, combined with ecological psychology and embodied and enactive cognitive science, maintain that psychological experience or imagining is qualitative in nature, endowed with meaning, and is not merely a product of the computational representation, retrieval, or elaboration of physical stimuli.
Experimental phenomenology is the experimental procedure to study the way the perceptual space is perceived, not only the ways in which certain aspects are made relevant to a socioculturally situated individual, but also how cross-modal aspects (e.g. visual-sound) are naturally associated in a specific sociocultural setting.
We can thereby answer questions about how does a certain design of space affect the reduction of stress or increment of creativity? What is the experience of learning? What factors impact an individual learning trajectory? How do brands influence behaviour? How to enhance the perceptual experience? Why do we find some objects aesthetically appealing and reject others? What is the experience of being mentally ill, how can we improve it?
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