Brand names are often considered a special type of words of special relevance to examine the role of visual codes during reading: unlike common words, brand names are typically presented with the same letter-case configuration (e.g., IKEA, adidas). Recently, Pathak et al. (European Journal of Marketing, 2019, 53, 2109) found an effect of visual similarity for misspelled brand names when the participants had to decide whether the brand name was spelled correctly or not (e.g., tacebook [baseword: facebook] was responded more slowly and less accurately than xacebook). This finding is at odds with both orthographically based visual-word recognition models and prior experiments using misspelled common words (e.g., viotin [baseword: violin] is identified as fast as viocin). To solve this puzzle, we designed two experiments in which the participants had to decide whether the presented item was written correctly. In Experiment 1, following a procedure similar to Pathak et al. (European Journal of Marketing, 2019, 53, 2109), we examined the effect of visual similarity on misspelled brand names with/without graphical information (e.g., anazon vs. atazon [baseword: amazon]). Experiment 2 was parallel to Experiment 1, but we focused on misspelled common words (e.g., anarillo vs. atarillo; baseword: amarillo [yellow in Spanish]). Results showed a sizeable effect of visual similarity on misspelled brand names – regardless of their graphical information, but not on misspelled common words. These findings suggest that visual codes play a greater role when identifying brand names than common words. We examined how models of visual-word recognition can account for this dissociation.

中文翻译：

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品牌名称是特殊词吗？字母视觉相似性影响品牌名称的识别，但不影响常用词


品牌名称通常被认为是一种特殊类型的单词，与检查视觉代码在阅读过程中的作用特别相关：与普通单词不同，品牌名称通常以相同的字母大小写配置呈现（例如，IKEA、adidas）。最近，帕塔克等人。 （ 《欧洲营销杂志》 ，2019, 53 , 2109）发现，当参与者必须决定品牌名称是否拼写正确时，拼写错误的品牌名称会产生视觉相似性的影响（例如，tacebook [基本词：facebook] 的反应速度更慢）并且不如 xacebook 准确）。这一发现与基于拼字法的视觉单词识别模型和之前使用拼写错误的常见单词的实验不一致（例如， viotin [基词： violin ] 的识别速度与viocin一样快）。为了解决这个难题，我们设计了两个实验，参与者必须确定所呈现的项目是否正确书写。在实验 1 中，遵循与 Pathak 等人类似的程序。 ( European Journal of Marketing , 2019, 53 , 2109)，我们研究了视觉相似性对有/没有图形信息的拼写错误的品牌名称的影响（例如， anazon与atazon [基词： amazon ]）。实验 2 与实验 1 平行，但我们重点关注拼写错误的常见单词（例如anarillo与atarillo ；基本词： amarillo [西班牙语为黄色]）。结果显示，视觉相似性对拼写错误的品牌名称有相当大的影响——无论其图形信息如何，但对拼写错误的常见单词则没有影响。 这些发现表明，视觉代码在识别品牌名称时比普通单词发挥更大的作用。我们研究了视觉单词识别模型如何解释这种分离。