在句子阅读过程中品牌名称的案例
Melanie Labusch1,2, Manuel Perea3,4
1Dpto Metodología and ERI-Lectura, Universitat de València, Av. Blasco Ibáñez, 21; 46010, Valencia, Spain.
Psychological research
|December 31, 2024
概括
品牌名字字母对阅读速度有影响. 大写品牌导致初始阅读延迟,而修改的案例,特别是小写品牌,则延缓了后来的阅读阶段.
科学领域:
- 认知心理学 认知心理学
- 语言学的语言学.
- 人与计算机的交互
背景情况:
- 品牌名称通常具有独特的字母外 (例如,宜家,谷歌),这对于品牌识别和设计至关重要.
- 词识别模型在字母大小的相关性上有所不同:抽象主义模型忽略了它,而基于实例的模型则用于词汇检索.
- 关于品牌识别任务的先前研究表明,以其特有的字母大小写的品牌可以更快地被识别,支持基于实例的模型.
研究的目的:
- 调查特征性字母大小对品牌识别的影响是否通用到正常句子阅读.
- 检查品牌名称的实际和典型字母大小如何影响句子理解期间的阅读过程.
主要方法:
- 参与者阅读了包含知名品牌名称的句子,这些句子以完整的 (特征性的) 或修改后的字母大小写.
- 记录了眼睛跟踪测量,包括第一次固定的概率,第一次固定的持续时间,目光持续时间和总固定时间.
主要成果:
- 大写品牌不论其典型的外,都会产生初始阅读成本 (降低首次固定概率,更短的首次固定持续时间).
- 后来的阅读措施 (凝视时间,总时间) 显示,修改字母表格的品牌的固定持续时间增加,特别是那些通常是小写的品牌 (例如,GOOGLE与谷歌).
- 通常用大写的品牌 (例如,宜家) 在经过修改时没有显著放缓 (例如,宜家).
结论:
- 在句子阅读过程中,品牌名称字母外与典型外进行动态交互,影响阅读效率.
- 这些发现挑战了纯粹抽象的阅读模式,表明像字母大小这样的表面特征起着重要作用.
- 无论是物理呈现还是读者对品牌典型字母案例的了解,都会共同影响语境中的词汇处理.
相关概念视频
03:26Framing Effects
7.3K
Information is everywhere and its presentation—such as how and when items are presented—can impact our perceptions and decisions surrounding the info. This broad concept umbrellas framing effects—influences that occur due to the way information is framed in its appearance, whether it’s purely the order or the specific wording of a message. Let’s take a look at numerous ways in which two versions of something can objectively say the same thing, yet we respond in...
7.3K
01:17Drug Nomenclature
1.6K
During the development of a new pharmaceutical, the manufacturer initially assigns a code name to the drug. Once approved, the drug receives a United States Adopted Name (USAN)—a generic, nonproprietary designation. Upon being listed in the United States Pharmacopeia, this nonproprietary name becomes the drug's official name. Additionally, the manufacturer assigns a proprietary name or trademark, which serves as the brand name under which the drug is marketed. It is worth noting that...
1.6K
02:20Routes of Persuasion
63.8K
Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?
63.8K
01:03Serial Position Effect
143
The serial position effect is a cognitive phenomenon where individuals are more likely to recall the first and last items in a list compared to those in the middle. This effect is divided into the primacy effect and the recency effect. The primacy effect is observed when the initial items in a list are remembered better. This occurs because these items are rehearsed more frequently or receive more elaborative processing, allowing them to be encoded into long-term memory more effectively. For...
143
02:16Stereotype Content Model
14.0K
The Stereotype Content Model (SCM) was first proposed by Susan Fiske and her colleagues (Fiske, Cuddy, Glick & Xu, 2002; see also Fiske, 2012 and Fiske, 2017). The SCM specifies that when someone encounters a new group, they will stereotype them based on two metrics: warmth—or that group’s perceived intent, and how likely they are to provide help or inflict harm—and competence—or their ability to carry out that objective. Depending on the warmth-competence...
14.0K
01:22Case Studies
11.6K
There are many research methods available to psychologists in their efforts to understand, describe, and explain behavior and the cognitive and biological processes that underlie it.
11.6K