Letter-case information and the identification of brand names.

@article{Perea2015LettercaseIA,
  title={Letter-case information and the identification of brand names.},
  author={Manuel Perea and Mar{\'i}a Jos{\'e} Luna Jim{\'e}nez and Fernanda Talero and Soraya L{\'o}pez-Ca{\~n}ada},
  journal={British journal of psychology},
  year={2015},
  volume={106 1},
  pages={162-73}
}
A central tenet of most current models of visual-word recognition is that lexical units are activated on the basis of case-invariant abstract letter representations. Here, we examined this assumption by using a unique type of words: brand names. The rationale of the experiments is that brand names are archetypically printed either in lowercase (e.g., adidas) or uppercase (e.g., IKEA). This allows us to present the brand names in their standard or non-standard case configuration (e.g., adidas… CONTINUE READING

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