Tracking the brain signature of (mis)spelled logotypes via letter transpositions and replacements

Abstract

Abstract All leading models of visual word recognition assume a hierarchical process that progressively converts the visual input into abstract letter and word representations. However, the results from recent behavioral studies suggest that the mental representations of words with a highly consistent visual format, such as logotypes, may comprise not only purely abstract information but also perceptual information. This hypothesis would explain why participants often misperceive transposed-letter misspellings with the original base words to a larger degree in logotypes (e.g., SASMUNG, but not SARVUNG, is perceived as SAMSUNG) than in common words. The present experiment examined the electrophysiological signature behind the identification of correctly spelled and misspelled logotypes (via letter transposition or replacement) in an ERP go/no-go semantic categorization experiment. Results showed that N400 amplitudes for transposed-letter misspelled logotypes (SASMUNG) and intact logotypes (SAMSUNG) did not differ significantly across various time windows (until 600 ms), whereas replacement-letter misspelled logotypes (SARVUNG) yielded consistently larger N400 amplitudes. These findings reveal that the mental representations of logotypes are particularly resistant to minor orthographic changes, which has important theoretical and applied (e.g., marketing) implications.

Keywords

• Orthography
• Visual word recognition
• ERP
• Brand names
• Letter transposition