Aphantasia, hyperphantasia and sensory imagery in a multi-cultural sample

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Hyperphantasia Multisensory Aphantasia Phantasia

Bruder, J., & Zehra, M. (2025). Aphantasia, hyperphantasia and sensory imagery in a multi-cultural sample. Journal of Cultural Cognitive Science, 9(3), 465–481. doi:10.1007/s41809-025-00184-8

Abstract

Sensory imagery, such as visual imagery, is assumed to be a universal cognitive ability. However, research on cross-cultural studies of visual imagery experiences is lacking. Moreover, most research has focused on visual imagery, as opposed to other sensory imagery. Visual imagery presents with a large degree of individual variability and includes two extreme forms, aphantasia and hyperphantasia. This study investigated sensory imagery in a multi-cultural sample. Participants (N = 636) completed the Vividness of Visual Imagery Questionnaire (VVIQ) scale and the Plymouth Sensory Imagery Questionnaire (Psi-Q). Altogether, 5.0% of participants fell within the aphantasia range and 12.1% within the hyperphantasia range. No significant VVIQ differences were observed for gender, age, occupation, or education. VVIQ scores positively correlated with all Psi-Q imagery scales, suggesting interdependence across sensory modalities. To explore cultural differences, participants were divided into five cultural groups: (1) Western Educated Industrialized Rich & Democratic (WEIRD) (n = 89); (2) Southeast Asia (SEA, n = 121); (3) South Asia (n = 180); (4) Middle East and North Africa (MENA, n = 86), and (5) Arabian Gulf (AG, n = 43). WEIRD and SEA participants reported significantly higher levels of visual and sensory imagery than MENA and AG participants. This study contributes novel prevalence data for aphantasia and hyperphantasia in an ethnically and culturally diverse sample, emphasizing the importance of including non-WEIRD populations in research on sensory imagery.

Authors

Jennifer Bruder2
Masooma Zehra2

What This Study Is About

Researchers wanted to know if a person’s cultural background, age, or gender affects how they experience mental imagery—the ability to "see" pictures in the mind. They specifically looked at the prevalence of aphantasia (having no mental "eye") and hyperphantasia (having extremely vivid, life-like mental imagery) across different global populations.

How They Studied It

The study surveyed 636 people from diverse backgrounds, including groups from the Arabian Gulf, South Asia, Southeast Asia, and Western countries. Participants completed two main questionnaires online:

VVIQ: A test where people rate the vividness of visual images they try to conjure.

Psi-Q: A test that measures imagery in other senses, like hearing sounds, smelling scents, or feeling textures in the mind.

What They Found

The researchers discovered that aphantasia is a global phenomenon, but its frequency may vary by culture. In this study, about 4% of participants had aphantasia, while about 10% had hyperphantasia. Interestingly, people from South Asian and Southeast Asian backgrounds reported significantly more vivid mental imagery than those from Western or Arabian Gulf backgrounds. While women often self-report more vivid imagery than men, this study found no statistically significant difference between genders or age groups when looking at the data as a whole.

What This Might Mean

This suggests that our "mind's eye" isn't just biological; it might be influenced by the environment or culture we grow up in. However, because this was an online survey, the results rely on people's own descriptions of their private experiences, which can be hard to compare perfectly. It highlights that most existing research has focused on Westerners, and we need more global studies to truly understand the diversity of human imagination.

One Interesting Detail

The study found that people with aphantasia didn't just lack visual images; they also reported significantly weaker imagery in all other senses, such as being less able to "hear" a song or "feel" a texture in their imagination compared to those with typical imagery.

Aphantasia, hyperphantasia and sensory imagery in a multi-cultural sample

Abstract

Authors

Aphantasia, hyperphantasia and sensory imagery in a multi-cultural sample

Abstract

Authors

Aphantasia, hyperphantasia and sensory imagery in a multi-cultural sample

Abstract

Authors

Aphantasia, hyperphantasia and sensory imagery in a multi-cultural sample

Abstract

Authors

What This Study Is About

How They Studied It

What They Found

What This Might Mean

One Interesting Detail

What This Study Is About

How They Studied It

What They Found

What This Might Mean

One Interesting Detail

Joel Pearson

Merlin Monzel

Adam Zeman

Rebecca Keogh

Martin Reuter

Juha Silvanto

Paolo Bartolomeo

Carla Dance

Jianghao Liu

Fraser Milton