Single Word Reading in the “Real” World: Effects of Transposed-Letters

Mirault, Jonathan; Grainger, Jonathan

doi:10.5334/joc.160

Cited by 7 publications

(4 citation statements)

References 29 publications

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“…Despite regular exposure to brand names daily, our ability to accurately identify counterfeit versions is relatively poor when we are incidentally exposed to them, making it challenging to distinguish between genuine and fake brand logotypes. The present ndings, using a novel VR setting during word recognition (see also 55 , for recent recent word recognition research using VR) showed that the di culty in accurately encoding and recognizing the detailed characteristics of complex logotypes, including their orthographic representations, extends to genuine and counterfeit versions. Finally, the present study builds on prior research demonstrating our poor orthographic processing and visual memory for common objects in naturalistic environments 21,22,56 .…”

Section: Discussionmentioning

confidence: 51%

Misspelled Logotypes: The Hidden Threat to Brand Identity

Rocabado

Perea

Duñabeitia³

2023

Preprint

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Brand names are valuable company assets often accompanied by a unique graphical composition (i.e., as logotypes). Recent research has demonstrated that this uniqueness makes brand names and logotypes susceptible to counterfeiting through misspelling by transposition in tasks that require participants to identify correct spellings. However, our understanding of how brand names are incidentally processed when presented as logotypes is incomplete. To address this gap in knowledge, we conducted a virtual reality experiment to explore the transposed-letter confusability effect on brand name recognition. Participants were immersed in a virtual reality setting and incidentally exposed to logotypes that had correctly spelled brand names or included letter transpositions. Offline analyses revealed that participants were more accurate at recognizing brand names that had been presented with correct spellings than those that had been misspelled. Furthermore, participants exhibited false memory for misspelled logotypes, recalling them as if they had been spelled correctly. Thus, the present virtual reality experiment provides compelling evidence of the vulnerability of popular logotypes to counterfeiting via the misspelling of brand names.

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Section: Discussionmentioning

confidence: 51%

Misspelled Logotypes: The Hidden Threat to Brand Identity

Rocabado

Perea

Duñabeitia³

2023

Preprint

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“…The advent and easier accessibility of Virtual Reality (VR) technology have opened up new avenues for researchers, demonstrating the feasibility and viability of utilizing VR in experimental psychology as a transitional tool from 2D experimentation to a 3D immersive one 68,69 . The present findings, using a novel VR setting during word recognition (see 70 , for recent word recognition research using VR), showed that the difficulty in accurately encoding and recognizing the detailed characteristics of complex logotypes, including their orthographic representations, extends to genuine and counterfeit versions. Despite regular exposure to brand names daily, our ability to accurately identify counterfeit versions is relatively poor when we are incidentally exposed to them, thus making it challenging to distinguish between genuine and fake brand logotypes.…”

Section: Discussionmentioning

confidence: 51%

Misspelled logotypes: the hidden threat to brand identity

Rocabado,

Perea,

Duñabeitia

2023

Sci Rep

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Brand names are valuable company assets often accompanied by a unique graphical composition (i.e., as logotypes). Recent research has demonstrated that this uniqueness makes brand names and logotypes susceptible to counterfeiting through misspelling by transposition in tasks that require participants to identify correct spellings. However, our understanding of how brand names are incidentally processed when presented as logotypes is incomplete. To address this gap in knowledge, we conducted a virtual reality experiment to explore the transposed-letter confusability effect on brand name recognition. Participants were immersed in a virtual reality setting and incidentally exposed to logotypes that had correctly spelled brand names or included letter transpositions. Offline analyses revealed that participants were more accurate at recognizing brand names that had been presented with correct spellings than those that had been misspelled. Furthermore, participants exhibited false memories for misspelled logotypes, recalling them as if they had been spelled correctly. Thus, our findings revealed that the incidental processing of misspelled logotypes (e.g., SASMUNG) affects the accuracy of logotype identity recognition, thereby underscoring the challenges faced by individuals when identifying brand names and the elements that make counterfeits so effective.

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“…We selected 180 Spanish 5-letter non-diacritical words [e.g., amigo (friend)] from the EsPal database ( Duchon et al, 2013 ) with a mean Zipf frequency of 4.33 (range: 2.87–5.42). We created 180 nonwords by transposing the second and fourth letters of each base words (e.g., agimo), thus creating nonword stimuli that resembled words (see Perea et al, 2008b ; see also Mirault and Grainger, 2021 ; Perea et al, 2023b , for recent evidence of transposed-letter effects). None of the items had repeated or diacritical letters.…”

Section: Methodsmentioning

confidence: 99%

Rëâdīńg wõrdš wîth ōrńåmêńtš: is there a cost?

2023

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IntroductionRecent research has reported that adding non-existent diacritical marks to a word produces a minimal reading cost compared to the intact word. Here we examined whether this minimal reading cost is due to: (1) the resilience of letter detectors to the perceptual noise (i.e., the cost should be small and comparable for words and nonwords) or (2) top-down lexical processes that normalize the percept for words (i.e., the cost would be larger for nonwords).MethodsWe designed a letter detection experiment in which a target stimulus (either a word or a nonword) was presented intact or with extra non-existent diacritics [e.g., amigo (friend) vs. ãmîgô; agimo vs. ãgîmô]. Participants had to decide which of two letters was in the stimulus (e.g., A vs. U).ResultsAlthough the task involved lexical processing, with responses being faster and more accurate for words compared to nonwords, we found only a minimal advantage in error rates for intact stimuli versus those with non-existent diacritics. This advantage was similar for both words and nonwords.DiscussionThe letter detectors in the word recognition system appear to be resilient to non-existent diacritics without the need for feedback from higher levels of processing.

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Single Word Reading in the “Real” World: Effects of Transposed-Letters

Cited by 7 publications

References 29 publications

Misspelled Logotypes: The Hidden Threat to Brand Identity

Misspelled Logotypes: The Hidden Threat to Brand Identity

Misspelled logotypes: the hidden threat to brand identity

Rëâdīńg wõrdš wîth ōrńåmêńtš: is there a cost?

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