Visual word identification beyond common words: The role of font and letter case in brand names.
Abstractionist accounts
Brand names
Instance theories
Visual word recognition
Journal
Memory & cognition
ISSN: 1532-5946
Titre abrégé: Mem Cognit
Pays: United States
ID NLM: 0357443
Informations de publication
Date de publication:
09 May 2024
09 May 2024
Historique:
accepted:
02
04
2024
medline:
10
5
2024
pubmed:
10
5
2024
entrez:
9
5
2024
Statut:
aheadofprint
Résumé
While abstractionist theories of visual word recognition propose that perceptual elements like font and letter case are filtered out during lexical access, instance-based theories allow for the possibility that these surface details influence this process. To disentangle these accounts, we focused on brand names embedded in logotypes. The consistent visual presentation of brand names may render them much more susceptible to perceptual factors than common words. In the present study, we compared original and modified brand logos, varying in font or letter case. In Experiment 1, participants decided whether the stimuli corresponded to existing brand names or not, regardless of graphical information. In Experiment 2, participants had to categorize existing brand names semantically - whether they corresponded to a brand in the transportation sector or not. Both experiments showed longer response times for the modified brand names, regardless of font or letter-case changes. These findings challenge the notion that only abstract units drive visual word recognition. Instead, they favor those models that assume that, under some circumstances, the traces in lexical memory may contain surface perceptual information.
Identifiants
pubmed: 38724883
doi: 10.3758/s13421-024-01570-3
pii: 10.3758/s13421-024-01570-3
doi:
Types de publication
Journal Article
Langues
eng
Sous-ensembles de citation
IM
Subventions
Organisme : Ministerio de Ciencia e Innovación
ID : PID2020-116740GB-I00 (MCIN/ AEI/10.13039/501100011
Organisme : Conselleria de Innovación, Universidades, Ciencia y Sociedad Digital, Generalitat Valenciana
ID : CIAICO/2021/172
Informations de copyright
© 2024. The Author(s).
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