Is 9 louder than 1? Audiovisual cross-modal interactions between number magnitude and judged sound loudness

The cross-modal impact of number magnitude (i.e. Arabic digits) on perceived sound loudness was examined. Participants compared a target sound's intensity level against a previously heard reference sound (which they judged as quieter or louder). Paired with each target sound was a task irrelevant Arabic digit that varied in magnitude, being either small (1, 2, 3) or large (7, 8, 9). The degree to which the sound and the digit were synchronized was manipulated, with the digit and sound occurring simultaneously in Experiment 1, and the digit preceding the sound in Experiment 2. Firstly, when target sounds and digits occurred simultaneously, sounds paired with large digits were categorized as loud more frequently than sounds paired with small digits. Secondly, when the events were separated, number magnitude ceased to bias sound intensity judgments. In Experiment 3, the events were still separated, however the participants held the number in short-term memory. In this instance the bias returned.