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Recent research found that naming and lexical decision times for words with an early orthographic uniqueness point (OUP) were faster than for words with a late OUP (Kwantes & Mewhort, 1999a; Lindell, Nicholls, & Castles, 2003). A word's OUP corresponds to the letter position in the word where that word is differentiated from other words. These results have(More)
Viewers looked at print advertisements as their eye movements were recorded. Half of them were asked to rate how much they liked each ad (for convenience, we will generally use the term 'ad' from this point on), while the other half were asked to rate the effectiveness of each ad. Previous research indicated that viewers who were asked to consider(More)
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