Local and global cross-modal influences between vision and hearing, tasting, smelling, or touching.

Abstract

It is suggested that the distinction between global versus local processing styles exists across sensory modalities. Activation of one-way of processing in one modality should affect processing styles in a different modality. In 12 studies, auditory, haptic, gustatory or olfactory global versus local processing was induced, and participants were tested with a measure of their global versus local visual attention; the content of this measure was unrelated to the inductions. In a different set of 4 studies, the effect of local versus global visual processing on the way people listen to a poem or touch, taste, and smell objects was examined. In all experiments, global/local processing in 1 modality shifted to global/local processing in the other modality. A final study found more pronounced shifts when compatible processing styles were induced in 2 rather than 1 modality. Moreover, the study explored mediation by relative right versus left hemisphere activation as measured with the line bisection task and accessibility of semantic associations. It is concluded that the effects reflect procedural rather than semantic priming effects that occurred out of participants' awareness. Because global/local processing has been shown to affect higher order processing, future research may activate processing styles in other sensory modalities to produce similar effects. Furthermore, because global/local processing is triggered by a variety of real world variables, one may explore effects on other sensory modalities than vision. The results are consistent with the global versus local processing model, a systems account (GLOMOsys; Förster & Dannenberg, 2010).