Dissociating the Effects of Visual Similarity for Brand Names and Common Words

Abstractionist models of visual word recognition can easily accommodate the absence of visual similarity effects in misspelled common words (e.g., viotin vs. viocin) during lexical decision tasks. However, these models fail to account for the sizable effects of visual similarity observed in misspelled brand names (e.g., anazon produces longer responses and more errors than atazon). Importantly, this dissociation has only been reported in separate experiments. Thus, a crucial experiment is necessary to simultaneously examine the role of visual similarity with misspelled common words and brand names. In the current experiment, participants performed a lexical decision task using both brand names and common words. Nonword foils were created by replacing visually similar letters (e.g., anazon [baseword: amazon], anarilllo [amarillo, yellow]) or visually dissimilar letters (e.g., atazon, atarillo). Results showed sizeable visual letter similarity effects for misspelled brand names in response times and percent error. Critically, these effects were absent for misspelled common words. The pervasiveness of visual similarity effects for misspelled brand names, even in the presence of common words, challenges purely abstractionist accounts of visual word recognition. Instead, these findings support instance-based and weakly abstractionist theories, suggesting that episodic traces in the mental lexicon may retain perceptual information, particularly when words are repeatedly presented in a similar format.