Although visual-word recognition is often assumed to proceed on the basis of caseinvariant letter representations, previous research has shown a role for letter-case in recognizing brand names. One recent study reported early effects of letter-case in a brand-decision task using masked primes (Perea et al., 2015, British Journal of Psychology, 106, 162). The present study attempts to replicate this finding using brand names typically presented in all lowercase (e.g., adidas), all uppercase (e.g., IKEA), or titlecase (e.g., Ford). Across three masked-priming experiments, we found no advantage for case-matched identity primes over case-mismatched identity primes. This finding suggests that brandspecific letter-case information does not play a role in the early processing of brand names. However, we observed evidence that case may be used as a cue for making brand decisions, which may explain the effect reported by Perea et al. (2015, British Journal of Psychology, 106, 162). ParticipantsSixty-three undergraduates participated in return for course credits. All had normal or corrected-to-normal vision and were native English speakers. 748 Nicholas Martin and Colin J. Davis ResultsPrior to analysis, we excluded participants who were excessively slow (>2.5 SD from the sample mean RT) or error-prone (accuracy below 75%). There was one participant who was error-prone and one participant who was much slower than the rest of the sample.Letter-case and brand name recognition 749

There is widespread agreement in neuroscience and psychology that the visual system identifies objects and faces based on a pattern of activation over many neurons, each neuron being involved in representing many different categories. The hypothesis that the visual system includes finely tuned neurons for specific objects or faces for the sake of identification, so‐called “grandmother cells”, is widely rejected. Here it is argued that the rejection of grandmother cells is premature. Grandmother cells constitute a hypothesis of how familiar visual categories are identified, but the primary evidence against this hypothesis comes from studies that have failed to observe neurons that selectively respond to unfamiliar stimuli. These findings are reviewed and it is shown that they are irrelevant. Neuroscientists need to better understand existing models of face and object identification that include grandmother cells and then compare the selectivity of these units with single neurons responding to stimuli that can be identified.

No abstract

About RANDThe RAND Corporation is a research organization that develops solutions to public policy challenges to help make communities throughout the world safer and more secure, healthier and more prosperous. RAND is nonprofit, nonpartisan, and committed to the public interest. To learn more about RAND, visit www.rand.org. Research IntegrityOur mission to help improve policy and decisionmaking through research and analysis is enabled through our core values of quality and objectivity and our unwavering commitment to the highest level of integrity and ethical behavior. To help ensure our research and analysis are rigorous, objective, and nonpartisan, we subject our research publications to a robust and exacting quality-assurance process; avoid both the appearance and reality of financial and other conflicts of interest through staff training, project screening, and a policy of mandatory disclosure; and pursue transparency in our research engagements through our commitment to the open publication of our research findings and recommendations, disclosure of the source of funding of published research, and policies to ensure intellectual independence. For more information, visit www.rand.org/about/principles. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.

No abstract