Reliability of magnitude matching.

In each of four experimental sessions, each of 16 subjects gave magnitude estimates of the taste intensities of NaCl and the loudness of noise on a single, common scale--the method of magnitude matching. In all sessions, the intensity levels of the noises were identical; but in two sessions, the concentrations of NaCl were low, and in two they were high. Cross-modality matches (magnitude matches) between NaCl and noise were derived from the judgments, revealing two main findings: First, given constant NaCl concentrations, individual subjects showed reliably different magnitude matches. Second, changing the NaCl concentrations (context) strongly affected the magnitude matches. These findings suggest that magnitude matching may be useful in assessing interindividual as well as intergroup differences, though caution must be taken to minimize effects of context: Context effects are pervasive; they suggest the presence of a complex relativistic process operating when people judge the intensities of qualitatively different stimuli.