Brandname confusion: subjective and objective measures of orthographic similarity

Burt, Jennifer S., McFarlane, Kimberley A., Kelly, Sarah, Humphreys, Michael S., Weatherall, Kimberlee G. and Burrell, Robert G. (2017) Brandname confusion: subjective and objective measures of orthographic similarity. Journal of Experimental Psychology: Applied, 23 3: 320-335. doi:10.1037/xap0000127

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Author Burt, Jennifer S.
McFarlane, Kimberley A.
Kelly, Sarah
Humphreys, Michael S.
Weatherall, Kimberlee G.
Burrell, Robert G.
Title Brandname confusion: subjective and objective measures of orthographic similarity
Journal name Journal of Experimental Psychology: Applied   Check publisher's open access policy
ISSN 1076-898X
1939-2192
Publication date 2017-05-01
Year available 2017
Sub-type Article (original research)
DOI 10.1037/xap0000127
Open Access Status File (Author Post-print)
Volume 23
Issue 3
Start page 320
End page 335
Total pages 17
Place of publication Washington, DC, United States
Publisher American Psychological Association
Language eng
Abstract Determining brand name similarity is vital in areas of trademark registration and brand confusion. Students rated the orthographic (spelling) similarity of word pairs (Experiments 1, 2, and 4) and brand name pairs (Experiment 5). Similarity ratings were consistently higher when words shared beginnings rather than endings, whereas shared pronunciation of the stressed vowel had small and less consistent effects on ratings. In Experiment 3 a behavioral task confirmed the similarity of shared beginnings in lexical processing. Specifically, in a task requiring participants to decide whether 2 words presented in the clear (a probe and a later target) were the same or different, a masked prime word preceding the target shortened response latencies if it shared its initial 3 letters with the target. The ratings of students for word and brand name pairs were strongly predicted by metrics of orthographic similarity from the visual word identification literature based on the number of shared letters and their relative positions. The results indicate a potential use for orthographic metrics in brand name registration and trademark law
Keyword Orthographic similarity
Brand name
Trademark law
Visual word identification
Q-Index Code C1
Q-Index Status Provisional Code
Grant ID LP120100249
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: HERDC Pre-Audit
UQ Business School Publications
School of Psychology Publications
 
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Created: Wed, 22 Feb 2017, 16:00:04 EST by Karen Morgan on behalf of UQ Business School