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