Dr Janet Geipel: 'The modality effect suggests that by providing surveys in the spoken modality responses might be relatively more intuitive'

In a 2022 study published in the Journal of Experimental Psychology, researchers, including Dr. Janet Geipel from the University of Exeter Business School, found that the way information is presented, either spoken or written, affects how people think. Respondents tend to think more intuitively when provided with spoken information and more analytically when the information is in written form, challenging the notion that thought is independent of language modality.

Led by Dr. Janet Geipel from the University of Exeter Business School and Professor Boaz Keysar from the University of Chicago, the study challenges long-held assumptions about the independence of thought from language modality. The research team conducted a series of experiments involving 1,243 participants, designed to explore the impact of spoken and written information on cognitive processes. Participants were presented with a range of problems, including trivia questions, verbal riddles, reasoning problems and syllogisms, which required both intuitive and analytical responses. Contrary to previous beliefs, the findings demonstrated a clear correlation between the mode of language delivery and cognitive processing. When respondents were provided with spoken information, they tended to produce more intuitive responses. In contrast, written information prompted more analytical thinking.

Dr. Geipel explained the significance of the study's findings: "The modality effect suggests that by providing surveys in the spoken modality, responses might be relatively more intuitive. Therefore, a public opinion survey about illegal immigration might tap into feelings when conducted orally, while a written format might involve fewer emotional considerations. Such disciplines might rely on our findings for a more reasoned selection of the modality in order to not bias results."

Professor Boaz Keysar from the University of Chicago added, "The findings also carry potential implications to any domain where thinking and reasoning is central, such as medicine, business, and the law. A legal brief, for example, makes the same argument whether it is read or heard, but it might not have the same impact. Our discovery suggests that reading an argument would lead to more analytic outcomes, whereas hearing it would give more consideration to intuition."

The study's design involved four experiments conducted in English and one in Chinese Mandarin, ensuring robustness and generalizability in the results. The outcomes consistently supported the conclusion that spoken language triggered more intuitive responses, while written language elicited a greater analytical focus. These findings have the potential to revolutionize various aspects of daily life and professional practices. Survey methodologies, for instance, could benefit from considering the language modality in order to obtain more accurate and unbiased responses. Additionally, fields such as sociology, psychology, law, medicine and business may need to reassess their approaches to decision-making and information dissemination. The research team believes that their study serves as a call to action for a more deliberate consideration of language modality in the design of communication strategies.

Dr. Geipel emphasized, "Our discovery challenges the notion that thought is independent of language modality. It highlights the importance of understanding how language delivery shapes cognitive processes and prompts us to reconsider traditional assumptions."

By delving into the intricate relationship between language and thought, this groundbreaking study opens up exciting avenues for future research and invites scholars and practitioners to explore the impact of language modality on various domains of human activity. The implications are profound, and they have the potential to reshape how we approach decision-making, communication, and the acquisition of knowledge.

"Listening Speaks to Our Intuition While Reading Promotes Analytical Thought," authored by Dr. Janet Geipel and Professor Boaz Keysar, is a testament to the transformative power of scientific inquiry and its ability to challenge our preconceived notions about the human mind and its connection to language. As our understanding of the complex interplay between language and cognition deepens, we move closer to unlocking the full potential of human thought and communication, paving the way for a more nuanced and comprehensive understanding of our own cognitive processes.