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]
Cognitive Processes, Cognitive Structures, Cross-Cultural Research, Language, Memory, Korean language, brand recognition
Asian Studies | Marketing | Race and Ethnicity
Journal of Consumer Research
Oxford University Press
Tavassoli, Nader T. and HAN, Jin K..
Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context. (2001). Journal of Consumer Research. 28, (3), 482-493. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/2141