Some Physiognomic Aspects of Naming, or, Maluma and Takete Revisited

Abstract

In an effort to understand some of the functional determinants of naming, Koehler's maluma-takete demonstration was examined in two studies, to see whether the matching of the nonsense words and nonsense figures could be accounted for on the basis of physiognomic similarity, as measured by the semantic differential. Matching was found to occur overwhelmingly in the expected direction, and the similarity of semantic differential locations of matched pairs was far greater than that of non-matched pairs. This held strikingly for “literal” scales (such as “Angular-Rounded”) but also held to a lesser extent for clearly “non-literal” scales (such as “Fresh-Stale”), indicating that physiognomic properties over and beyond simple literal description of the stimuli were involved. Study of the semantic differential locations of letters composing the nonsense words, and of ratings of the “fittingness” of the letters as names for the nonsense figures, showed that the physiognomic similarity presumably mediating the naming phenomenon may, at least in the Koehler demonstration, reside in the individual letters rather than in some emergent quality of the whole word. All in all, the study attempted to go beyond just checking whether a “fittingness” phenomenon occurs in naming, by exploring processes hypothesized to underlie the “fittingness.” In at least some cases, physiognomic similarity may be the psychological process mediating naming.

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