Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context

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‐t...

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Bibliographic Details
Published in:The Journal of consumer research 2001-12, Vol.28 (3), p.482-493
Main Authors: Tavassoli, Nader T., Han, Jin K.
Format: Article
Language:English
Subjects:
Advertising
Advertising media
Brand identification
Brand names
Brands
Cognition & reasoning
Cognitive processes
Cognitive psychology
College professors
Comparative analysis
Consumer behavior
Effectiveness
Experimental psychology
Graphic logos
Hypotheses
Identifiers
Language
Logographs
Logos
Marketing
Memory
Memory interference
Multimedia
Phonology
Reading
Rehearsal
Scripts
Semantics
Studies
Words
Writing
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Description
Summary: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 Hancha. 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.
ISSN:0093-5301
1537-5277
DOI:10.1086/323735