Skip to main content
Top
Gepubliceerd in:

01-02-2025 | Research

The CASE of brand names during sentence reading

Auteurs: Melanie Labusch, Manuel Perea

Gepubliceerd in: Psychological Research | Uitgave 1/2025

Log in om toegang te krijgen
share
DELEN

Deel dit onderdeel of sectie (kopieer de link)

  • Optie A:
    Klik op de rechtermuisknop op de link en selecteer de optie “linkadres kopiëren”
  • Optie B:
    Deel de link per e-mail

Abstract

Brand names typically maintain a distinctive letter case (e.g., IKEA, Google). This element is essential for theoretical (word recognition models) and practical (brand design) reasons. In abstractionist models, letter case is considered irrelevant, whereas instance-based models use surface information like letter case during lexical retrieval. Previous brand identification tasks reported faster responses to brands in their characteristic letter case (e.g., IKEA and Google faster than ikea and GOOGLE), favoring instance-based models. We examined whether this pattern can be generalized to normal sentence reading: Participants read sentences in which well-known brand names were presented intact (e.g., IKEA, Google) or with a modified letter case (e.g., Ikea, GOOGLE). Results showed a cost for brands written in uppercase, independently of their characteristic letter case, in early eye fixation measures (probability of first-fixation, first-fixation duration). However, for later measures (gaze duration and total times), fixation times were longer when the brand’s letter case was modified, restricted to those brands typically written in lowercase (e.g., GOOGLE > Google, whereas IkeaIKEA). Thus, during sentence reading, both the actual letter case and the typical letter case of brand names interact dynamically, posing problems for abstractionist models of reading.
Voetnoten
1
Since Characteristic_Letter_Case is a fixed property of each item (e.g., IKEA in uppercase, adidas in lowercase), it does not vary within items, so a random slope for this factor cannot be estimated at the item level. A parallel scenario occurs in experiments with Word-Frequency as a factor, where each word is either high- or low-frequency; in such cases, the random structure would be specified as (1 + Word-Frequency | subject) + (1 | item).
 
Literatuur
go back to reference Gontijo, P. F. G., & Zhang, S. (2007). The mental representation of brand names: Are brand names a class by themselves? In T. M. Lowrey (Ed.), Psycholinguistic phenomena in marketing communications (pp. 23–37). Erlbaum. Gontijo, P. F. G., & Zhang, S. (2007). The mental representation of brand names: Are brand names a class by themselves? In T. M. Lowrey (Ed.), Psycholinguistic phenomena in marketing communications (pp. 23–37). Erlbaum.
go back to reference Grainger, J., & Dufau, S. (2012). The front end of visual word recognition. In J. S. Adelman (Ed.), Visual word recognition: Models and methods, orthography and phonology (pp. 159–184). Psychology Press. Grainger, J., & Dufau, S. (2012). The front end of visual word recognition. In J. S. Adelman (Ed.), Visual word recognition: Models and methods, orthography and phonology (pp. 159–184). Psychology Press.
go back to reference Hohenstein, S., & Kliegl, R. (2013). Eye movements reveal interplay between noun capitalization and word class during reading. In M. Knauff , M. Pauen , N. Sebanz , & I. Wachsmuth (Eds.), In: 2013 Proceedings of the 35th Annual Conference of the Cognitive Science Society (pp. 2254–2259). Cognitive Science Society. Hohenstein, S., & Kliegl, R. (2013). Eye movements reveal interplay between noun capitalization and word class during reading. In M. Knauff , M. Pauen , N. Sebanz , & I. Wachsmuth (Eds.), In: 2013 Proceedings of the 35th Annual Conference of the Cognitive Science Society (pp. 2254–2259). Cognitive Science Society.
go back to reference Jacobs, A. M., Nuerk, H. C., Graf, R., Braun, M., & Nazir, T. A. (2008). The initial capitalization superiority effect in German: Evidence for a perceptual frequency variant of the orthographic cue hypothesis of visual word recognition. Psychological Research Psychologische Forschung, 72, 657–665. https://doi.org/10.1007/s00426-008-0168-0CrossRefPubMed Jacobs, A. M., Nuerk, H. C., Graf, R., Braun, M., & Nazir, T. A. (2008). The initial capitalization superiority effect in German: Evidence for a perceptual frequency variant of the orthographic cue hypothesis of visual word recognition. Psychological Research Psychologische Forschung, 72, 657–665. https://​doi.​org/​10.​1007/​s00426-008-0168-0CrossRefPubMed
go back to reference R Core Team (2023). R: A language and environment for statistical computing. R Foundation for Statistical Computing. R Core Team (2023). R: A language and environment for statistical computing. R Foundation for Statistical Computing.
go back to reference Rayner, K., Pollatsek, A., Ashby, J., & Clifton, C., Jr. (2012). Psychology of reading. Psychology Press.CrossRef Rayner, K., Pollatsek, A., Ashby, J., & Clifton, C., Jr. (2012). Psychology of reading. Psychology Press.CrossRef
go back to reference Real Academia Española (2010). Ortografía de la Lengua Española. Santillana. Real Academia Española (2010). Ortografía de la Lengua Española. Santillana.
go back to reference Reichle, E. D. (2021). Computational models of reading: A handbook. Oxford University Press. Reichle, E. D. (2021). Computational models of reading: A handbook. Oxford University Press.
go back to reference Slattery, T. J., Schotter, E. R., Berry, R. W., & Rayner, K. (2011). Parafoveal and foveal processing of abbreviations during eye fixations in reading: Making a case for case. Journal of Experimental Psychology: Learning, Memory, and Cognition, 37, 1022–1031. https://doi.org/10.1037/a0023215CrossRefPubMed Slattery, T. J., Schotter, E. R., Berry, R. W., & Rayner, K. (2011). Parafoveal and foveal processing of abbreviations during eye fixations in reading: Making a case for case. Journal of Experimental Psychology: Learning, Memory, and Cognition, 37, 1022–1031. https://​doi.​org/​10.​1037/​a0023215CrossRefPubMed
go back to reference Veldre, A., Yu, L., Andrews, S., & Reichle, E. D. (2020). Towards a complete model of reading: Simulating lexical decision, word naming, and sentence reading with Über-Reader. In Proceedings of the 42nd Annual Conference of the Cognitive Science Society. Cognitive Science Society. Veldre, A., Yu, L., Andrews, S., & Reichle, E. D. (2020). Towards a complete model of reading: Simulating lexical decision, word naming, and sentence reading with Über-Reader. In Proceedings of the 42nd Annual Conference of the Cognitive Science Society. Cognitive Science Society.
go back to reference Wheeler, A. (2012). Designing Brand Identity: An Essential Guide for the Whole Branding Team. Wiley and Sons. Wheeler, A. (2012). Designing Brand Identity: An Essential Guide for the Whole Branding Team. Wiley and Sons.
Metagegevens
Titel
The CASE of brand names during sentence reading
Auteurs
Melanie Labusch
Manuel Perea
Publicatiedatum
01-02-2025
Uitgeverij
Springer Berlin Heidelberg
Gepubliceerd in
Psychological Research / Uitgave 1/2025
Print ISSN: 0340-0727
Elektronisch ISSN: 1430-2772
DOI
https://doi.org/10.1007/s00426-024-02070-4