The Bouba & Kiki Effect was first observed by German-American psychologist Wolfgang Köhler in 1929 in psychological experiments, first conducted on the island of Tenerife. In 2001, Vilayanur S. Ramachandran repeated Köhler's experiment using the words "kiki" and "bouba." 95% to 98% selected the curvy shape as "bouba" and the jagged one as "kiki", suggesting that the human brain is somehow able to extract abstract properties from the shapes and sounds
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