The long-term modality effect: in search of differences in processing logographs and alphabetic words

The visual superiority effect (a reverse long-term modality effect) has been consistently found with Chinese logographs. For its explanation in terms of script differences, it has been believed that lexical access is more direct or quicker for Chinese logographs than for alphabetic words. It has also been believed that Chinese logographs are more unique in shape or more discriminable than alphabetic words. Finally, Chinese logographs have been considered to facilitate recall through their graphic features that classify Chinese words into categories. The results of Experiments 1-5 show that these three assumptions can be ruled out. The results of Experiments 6-10, on the other hand, support the long-term priming interpretation of the visual superiority effect, which explains (a) why the visual superiority effect can be consistently obtained for recall of Chinese words by Chinese subjects, (b) why the effect cannot be consistently obtained for recall of English words by Western subjects, (c) why the effect can be also obtained for recall of English words by Chinese subjects, (d) why the effect can be easily obtained for recall of a set of words, but not for recall of a different set of words by Chinese subjects, and (e) why the effect can be easily obtained from Chinese subjects speaking a dialect that is different from Mandarin.