Cross-modal Associations in Vision and Language Models: Revisiting the bouba-kiki effect

Abstract: Recent advances in multimodal models have raised questions about whether vision-and-LLMs (VLMs) integrate cross-modal information in ways that reflect human cognition. One well-studied test case in this domain is the bouba-kiki effect, where humans reliably associate pseudowords like "bouba" with round shapes and "kiki" with jagged ones. Given the mixed evidence found in prior studies for this effect in VLMs, we present a comprehensive re-evaluation focused on two variants of CLIP, ResNet and Vision Transformer (ViT), given their centrality in many state-of-the-art VLMs. We apply two complementary methods closely modelled after human experiments: a prompt-based evaluation that uses probabilities as model preference, and we use Grad-CAM as a novel way to interpret visual attention in shape-word matching tasks. Our findings show that these models do not consistently exhibit the bouba-kiki effect. While ResNet shows a preference for round shapes, overall performance across both models lacks the expected associations. Moreover, direct comparison with prior human data on the same task shows that the models' responses fall markedly short of the robust, modality-integrated behaviour characteristic of human cognition. These results contribute to the ongoing debate about the extent to which VLMs truly understand cross-modal concepts, highlighting limitations in their internal representations and alignment with human intuitions.