Publication Type

Journal Article

Publication Date

12-2001

Abstract

We compare the cognitive processing of words written in alphabetic scripts with the cognitive processing of words written in logographic scripts. We suggest that the processing of words written in alphabetic scripts relies more heavily on the storage of--and the serial rehearsal properties of--short-term memory's phonological loop. In contrast, the processing of words written in logographic scripts relies more on the storage of--and the spatial-relational rehearsal properties of--visual short-term memory. A series of three experiments investigates implications of these processing differences within a single language, Korean, where words can be written in the alphabetic Hangul or in the logographic Han-cha. These experiments examine contextual interference from auditory and visual stimuli, relational memory between brand names and auditory and visual brand identifiers, and two qualitative processing outcomes, serial-order memory and spatial-relational memory. [ABSTRACT FROM AUTHOR]

Keywords

Cognitive Processes, Cognitive Structures, Cross-Cultural Research, Language, Memory, Korean language, brand recognition

Discipline

Asian Studies | Marketing | Race and Ethnicity

Research Areas

Marketing

Publication

Journal of Consumer Research

Volume

28

Issue

3

First Page

482

Last Page

493

ISSN

0093-5301

Identifier

10.1086/323735

Publisher

Oxford University Press

Additional URL

http://dx.doi.org/10.1086/323735

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