In many languages there are concepts for warm and cold colors. Research on color-temperature correspondenceand their interaction is quite scarce, and based mostly on subjective measures. It is still unknown whether and to what extentcolors bear the thermal information. The current study explored the relationship between warm and cold colors (red andblue) and thermal aspects of the word semantics (sun, snow), using the Stroop paradigm in a color categorization task. Itwas hypothesized that if colors activate the thermal meaning then Stroop effect should occur. The results suggested a color-temperature compatibility effect – faster responses when associated color and thermal meaning corresponded (e.g. sun presentedin red). This provides important information on the automaticity of thermal activation during word processing, and on thestrength of conceptual associations in color perception. It was suggested that words induced mental simulation of the thermalconcepts, together with the associated color.

A number of studies have investigated whether cross-modal correspondence effect occurs in purely automatic manner or whether top-down processes can be involved in the processing. The current study addresses the disparity in the research conducting two experiments, using a classical audiovisual cross-modal correspondence paradigm and testing possible involvement of the endogenous component in the effect. Experiment 1 replicated previous findings and showed presence of cross-modal correspondence between pitch and spatial position. However, the effect was significant only in upper spatial position. Experiment 2 showed that task-related pitch probability manipulation made the cross-modal correspondence effect to disappear, however revealing an asymmetrical pattern that was highly dependent on pitch probability and spatial position. Overall, the results suggested a non-automaticity of the cross-modal correspondence effect and a possible involvement of endogenous component in the effect.