The McGurk effect is a multisensory phenomenon in which discrepant auditory and visual speech signals typically result in an illusory percept (McGurk & MacDonald, 1976). McGurk stimuli are often used in studies assessing the attentional requirements of audiovisual integration (e.g., Alsius et al., 2005), but no study has directly compared the costs associated with integrating congruent versus incongruent audiovisual speech. Some evidence suggests that the McGurk effect may not be representative of naturalistic audiovisual speech processing—susceptibility to the McGurk effect is not associated with the ability to derive benefit from the addition of the visual signal (Van Engen et al., 2017), and distinct cortical regions are recruited when processing congruent versus incongruent speech (Erickson et al., 2014). In two experiments, one using response times to identify congruent and incongruent syllables and one using a dual-task paradigm, we assessed whether congruent and incongruent audiovisual speech incur different attentional costs. We demonstrated that response times to both the speech task (Experiment 1) and a secondary vibrotactile task (Experiment 2) were indistinguishable for congruent compared to incongruent syllables, but McGurk fusions were responded to more quickly than McGurk non-fusions. These results suggest that despite documented differences in how congruent and incongruent stimuli are processed (Erickson et al., 2014; Van Engen, Xie, & Chandrasekaran, 2017), they do not appear to differ in terms of processing time or effort. However, responses that result in McGurk fusions are processed more quickly than those that result in non-fusions, though attentional cost is comparable for the two response types.
Cultural and linguistic factors in audiovisual speech processing: The McGurk effect in Chinese subjects