RESUMEN
Introduction: This study aimed to explore the arousal and valence that people experience in response to Hangul phonemes based on the gender of an AI speaker through comparison with Korean and Chinese cultures. Methods: To achieve this, 42 Hangul phonemes were used, in a combination of three Korean vowels and 14 Korean consonants, to explore cultural differences in arousal, valence, and the six foundational emotions based on the gender of an AI speaker. A total 136 Korean and Chinese women were recruited and randomly assigned to one of two conditions based on voice gender (man or woman). Results and discussion: This study revealed significant differences in arousal levels between Korean and Chinese women when exposed to male voices. Specifically, Chinese women exhibited clear differences in emotional perceptions of male and female voices in response to voiced consonants. These results confirm that arousal and valence may differ with articulation types and vowels due to cultural differences and that voice gender can affect perceived emotions. This principle can be used as evidence for sound symbolism and has practical implications for voice gender and branding in AI applications.
RESUMEN
BACKGROUND: Although active research is in progress in the fields of psychology and linguistics on the emotional characteristics of the symbol and meaning of sound itself, since the systematic emotional model is not applied, each researcher uses a subjective concept and acts as an obstacle to the expansion of research. There is a limitation in that it cannot be confirmed whether the sound symbol has universality regardless of cultural differences between different languages. METHODS: In this study, the difference between the arousal and valence of emotions felt toward Hangul phonemes was explored according to consonant and vowel through comparison between Korean and Chinese women. 38 Korean women and 32 Chinese women were recruited, and an online experiment was conducted in which arousal and valence were reported for 42 Hangeul phoneme sound stimuli. RESULTS: As a result of comparing the arousal and valence of each group, Koreans showed significantly higher arousal scores than Chinese, and these results showed different differences according to consonant and vowel. In valence, there was a difference between nationalities only according to consonant indicating that Koreans showed lower positivity toward aspirated sounds than Chinese. Through these results, it was confirmed that the emotional meaning of the sound symbol between different languages is different, which can be affected by consonant and vowels. CONCLUSION: This study identified differences in emotional perception between cultures by using two dimensions of emotions, arousal, and valence, which are systematized for sound symbols, and suggests implications for the relationship between sound symbol and emotions and cultural differences in the future.