Lexical enhancement during prime-target integration: ERP evidence from matched-case identity priming

Are brand names special words? Letter visual-similarity affects the identification of brand names, but not common words

Brand names are often considered a special type of words of special relevance to examine the role of visual codes during reading: unlike common words, brand names are typically presented with the same letter‐case configuration (e.g., IKEA, adidas). Recently, Pathak et al. (European Journal of Marketing, 2019, 53, 2109) found an effect of visual similarity for misspelled brand names when the participants had to decide whether the brand name was spelled correctly or not (e.g., tacebook [baseword: facebook] was responded more slowly and less accurately than xacebook). This finding is at odds with both orthographically based visual‐word recognition models and prior experiments using misspelled common words (e.g., viotin [baseword: violin] is identified as fast as viocin). To solve this puzzle, we designed two experiments in which the participants had to decide whether the presented item was written correctly. In Experiment 1, following a procedure similar to Pathak et al. (European Journal of Marketing, 2019, 53, 2109), we examined the effect of visual similarity on misspelled brand names with/without graphical information (e.g., anazon vs. atazon [baseword: amazon]). Experiment 2 was parallel to Experiment 1, but we focused on misspelled common words (e.g., anarillo vs. atarillo; baseword: amarillo [yellow in Spanish]). Results showed a sizeable effect of visual similarity on misspelled brand names – regardless of their graphical information, but not on misspelled common words. These findings suggest that visual codes play a greater role when identifying brand names than common words. We examined how models of visual‐word recognition can account for this dissociation.

The Effects of Word Identity, Case, and SOA on Word Priming in a Subliminal Context

It is widely assumed that subliminal word priming is case insensitive and that a short SOA (< 100 ms) is required to observe any effects. Here we attempted to replicate results from an influential study with the inclusion of a longer SOA to re-examine these assumptions. Participants performed a semantic categorisation task on visible word targets that were preceded either 64 or 192 ms by a subliminal prime. The prime and target were either the same or different word and could appear in the same or different case. We confirmed the presence of subliminal word priming (same word < different word reaction times). The word priming effect did not differ when case was the same or different, which supports case insensitive word priming. However, there was a general facilitation effect driven by case (same case < different case). Finally, there was a significant difference between the two SOA conditions; however, there were no interactions between SOA and any other factor, demonstrating that subliminal priming did not differ between short and long SOAs. The results demonstrate that word priming is case insensitive but that there is nevertheless an overall facilitation when words, regardless if they are repeated or not, are presented in the same case. This facilitation in case may reflect modularity in the low-level processing of the visual characteristics of words.

The impact of visual cues during visual word recognition in deaf readers: An ERP study

Although evidence is still scarce, recent research suggests key differences in how deaf and hearing readers use visual information during visual word recognition. Here we compared the time course of lexical access in deaf and hearing readers of similar reading ability. We also investigated whether one visual property of words, the outline-shape, modulates visual word recognition differently in both groups. We recorded the EEG signal of twenty deaf and twenty hearing readers while they performed a lexical decision task. In addition to the effect of lexicality, we assessed the impact of outline-shape by contrasting responses to pseudowords with an outline-shape that was consistent (e.g., mofor) or inconsistent (e.g., mosor) with their baseword (motor). Despite hearing readers having higher phonological abilities, results showed a remarkably similar time course of the lexicality effect in deaf and hearing readers. We also found that only for deaf readers, inconsistent-shape pseudowords (e.g., mosor) elicited larger amplitude ERPs than consistent-shape pseudowords (e.g., mofor) from 150 ms after stimulus onset and extending into the N400 time window. This latter finding supports the view that deaf readers rely more on visual characteristics than typical hearing readers during visual word recognition. Altogether, our results suggest different mechanisms underlying effective word recognition in deaf and hearing readers.

The impact of capitalized German words on lexical access

Leading models of visual word recognition assume that the process of word identification is driven by abstract, case-invariant units (e.g., table and TABLE activate the same abstract representation). But do these models need to be modified to meet nuances of orthography as in German, where the first letter of common nouns is capitalized (e.g., Buch [book] and Hund [dog], but blau [blue])? To examine the role of initial capitalization of German words in lexical access, we chose a semantic categorization task ("is the word an animal name?"). In Experiment 1, we compared German words in all-lowercase vs. initial capitalization (hund, buch, blau vs. Hund, Buch, Blau). Results showed faster responses for animal nouns with initial capitalization (Hund < hund) and faster responses for lowercase non-nouns (blau < Blau). Surprisingly, we found faster responses for lowercase non-animal nouns (buch < Buch). As the latter difference could derive from task demands (i.e., buch does not follow German orthographic rules and requires a "no" response), we replaced the all-lowercase format with an orthographically legal all-uppercase format in Experiment 2. Results showed an advantage for all nouns with initial capitalization (Hund < HUND and Buch < BUCH). These findings clearly show that initial capitalization in German words constitutes an essential part of the words' representations and is used during lexical access. Thus, models of visual word recognition, primarily focused on English orthography, should be expanded to the idiosyncrasies of other Latin-based orthographies.

What masked priming effects with abbreviations can tell us about abstract letter identities

Models of visual word recognition share the assumption that lexical access is based on abstract letter identities. The present study re-examined the assumption that this is because information about the visual form of the letter is lost early in the course of activating the abstract letter identities. The main support for this assumption has come from the case-independent masked priming effects. Experiment 1 used common English words presented in lowercase as targets in lexical decision, and replicated the oft-reported case-independent identity priming effect (e.g., edge-edge = EDGE-edge). In contrast, Experiment 2 using abbreviations (e.g., DNA, CIA) produced a robust case-dependent identity priming effect (e.g., DNA-DNA < dna-DNA). Experiment 3 used the same abbreviation stimuli as primes in a semantic priming lexical decision experiment. Here the prime case effect was absent, but so was the semantic priming effect (e.g., dna-GENETICS = DNA-GENETICS = LSD-GENETICS). The results question the view that information about the visual form of the letter is lost early. We offer an alternative perspective that the abstract nature of priming for common words stems from how these words are represented in the reader's lexicon. The implication of these findings for letter and word recognition is discussed. (197 words).

Masked ERP repetition priming in deaf and hearing readers

Deaf readers provide unique insights into how the reading circuit is modified by altered linguistic and sensory input. We investigated whether reading-matched deaf and hearing readers (n = 62) exhibit different ERP effects associated with orthographic to phonological mapping (N250) or lexico-semantic processes (N400). In a visual masked priming paradigm, participants performed a go/no-go categorization task; target words were preceded by repeated or unrelated primes. Prime duration and word frequency were manipulated. Hearing readers exhibited typical N250 and N400 priming effects with 50 ms primes (greater negativity for unrelated primes) and smaller effects with 100 ms primes. Deaf readers showed a surprising reversed priming effect with 50 ms primes (greater negativity for related primes), and more typical N250 and N400 effects with 100 ms primes. Correlation results suggested deaf readers with poorer phonological skills drove this effect. We suggest that weak phonological activation may create orthographic "repetition enhancement" or form/lexical competition in deaf readers.

Neural Representation in Visual Word Form Area during Word Reading

The visual word form area (VWFA) has been consistently identified as a crucial structure in visual word processing. Nevertheless, it is controversial whether the VWFA represents external visual information (e.g., case information) of visual words. To address that question, we functionally localized VWFA at the group level (gVWFA) and at the individual level (iVWFA), and used multivariate pattern analysis (MVPA) to explore the information representation in the VWFA during an implicit reading task (i.e., a passive viewing task). Univariate activation analysis revealed that participants showed stronger activations for uppercase English words compared to lowercase ones in the VWFA. MVPA further revealed that the classifier trained based on lowercase words versus letter strings significantly distinguished uppercase words versus letter strings in the iVWFA, while that trained based on lowercase words versus uppercase words distinguished lowercase letter strings versus uppercase letter strings neither in the gVWFA nor in the iVWFA. These results suggest that the VWFA does not represent case information, but represents case-independent linguistic information. Our findings elaborate the function in the VWFA and support the VWFA hypothesis.

The role of letter features on the consonant-bias effect: Evidence from masked priming

Recent research has shown an advantage of consonants at early stages of visual word recognition (C-bias), although the locus of this effect remains elusive. Here we examine whether the C-bias is affected by the consonant letters' features. Skilled readers performed a masked priming lexical decision task in which target words containing only either consonants without any ascending/descending features (flat words, canino[canine]) or consonants with ascending/descending features (non-flat words, palito[toothpick]) were preceded by briefly (50 ms) presented primes that could preserve the same consonants of the targets (cenune-CANINO, pelute-PALITO), the same vowels of the targets (raxizo-CANINO, fajibo-PALITO), or, as controls, unrelated (ruxuze-CANINO, fejube-PALITO) and identity primes (canino-CANINO, palito-PALITO). The case in which prime-target pairs were presented was also manipulated (lower-upper vs. upper-lower). Results showed that in both case conditions flat words were recognized faster than non-flat words. Evidence for the C-bias was observed both for flat and non-flat words in the lower-upper condition, in which a vowel inhibitory priming effect was also observed for non-flat words. In the upper-lower condition, however, the C-bias was restricted to flat words. These findings suggest that letter features play a role in the C-bias and ask for amendments in current models of visual word recognition.

When does rotation disrupt letter encoding? Testing the resilience of letter detectors in the initial moments of processing

Previous research has reported that both letter and word identification are slower when the stimuli are presented at rotations above 45° than when presented in their canonical horizontal view. Indeed, influential models of word recognition posit that letter detectors in the visual word recognition system are disrupted by rotation angles above 40° or 45° (e.g., Local Combinations Detector model; Dehaene, Cohen, Sigman, & Vinckier, 2005, Trends in Cognitive Sciences). However, recent experiments have shown robust masked identity/form priming effects for 90° rotated words, thus calling into question this assumption. Here we aimed to isolate the degree to which letter detectors are disrupted when manipulating letter rotation in three masked identity priming letter match experiments. Probes and targets were always presented in the canonical upright position, whereas forwardly masked primes were rotated in different angles. The rotation angles were 0° versus 45° (Experiment 1), 22.5° versus 67.5° (Experiment 2), and 45° versus 90° (Experiment 3). Results showed a sizeable masked identity priming effect regardless of the rotation angle, hence demonstrating that letter detectors are not disrupted by rotations smaller than 90° in the early moments of letter processing. This pattern suggests that letter detectors are more resilient to changes in visual form than predicted by the LCD model.

Deaf readers benefit from lexical feedback during orthographic processing

It has been proposed that poor reading abilities in deaf readers might be related to weak connections between the orthographic and lexical-semantic levels of processing. Here we used event related potentials (ERPs), known for their excellent time resolution, to examine whether lexical feedback modulates early orthographic processing. Twenty congenitally deaf readers made lexical decisions to target words and pseudowords. Each of those target stimuli could be preceded by a briefly presented matched-case or mismatched-case identity prime (e.g., ALTAR-ALTAR vs. altar- ALTAR). Results showed an early effect of case overlap at the N/P150 for all targets. Critically, this effect disappeared for words but not for pseudowords, at the N250—an ERP component sensitive to orthographic processing. This dissociation in the effect of case for word and pseudowords targets provides strong evidence of early automatic lexical-semantic feedback modulating orthographic processing in deaf readers. Interestingly, despite the dissociation found in the ERP data, behavioural responses to words still benefited from the physical overlap between prime and target, particularly in less skilled readers and those with less experience with words. Overall, our results support the idea that skilled deaf readers have a stronger connection between the orthographic and the lexical-semantic levels of processing.

ERP effects of masked orthographic neighbour priming in deaf readers

In masked priming studies with hearing readers, neighbouring words (e.g., wine, vine) compete through lateral inhibition. Here, we asked whether lateral inhibition also characterizes visual word recognition in deaf readers and whether the neural signature of this competition is the same as for hearing readers. Only real words have lexical representations that engage in lateral inhibition. Therefore, we compared processing of target words following neighbouring prime words (e.g., wine-VINE) and pseudowords (e.g., bine-VINE). Targets following words elicited larger amplitude N400s and slower lexical decision responses than those following pseudowords, indicating more effortful processing due to lateral inhibition. Although these effects went in the same direction for hearing and deaf readers, the distribution of the N400 effect differed. We associate the more anterior effect in hearing readers with stronger co-activation of, and competition among, phonological representations. Thus, deaf readers use lexical competition to recognize visual words, but it is primarily restricted to orthographic representations.

Early Brain Sensitivity to Word Frequency and Lexicality During Reading Aloud and Implicit Reading

The present study investigated the influence of lexical word properties on the early stages of visual word processing (<250 ms) and how the dynamics of lexical access interact with task-driven top-down processes. We compared the brain's electrical response (event-related potentials, ERPs) of 39 proficient adult readers for the effects of word frequency and word lexicality during an explicit reading task versus a visual immediate-repetition detection task where no linguistic intention is required. In general, we observed that left-lateralized processes linked to perceptual expertise for reading are task independent. Moreover, there was no hint of a word frequency effect in early ERPs, while there was a lexicality effect which was modulated by task demands: during implicit reading, we observed larger N1 negativity in the ERP to real words compared to pseudowords, but in contrast, this modulation by stimulus type was absent for the explicit reading aloud task (where words yielded the same activation as pseudowords). Thus, data indicate that the brain's response to lexical properties of a word is open to influences from top-down processes according to the representations that are relevant for the task, and this occurs from the earliest stages of visual recognition (within ~200 ms). We conjectured that the loci of these early top-down influences identified for implicit reading are probably restricted to lower levels of processing (such as whole word orthography) rather than the process of lexical access itself.

Masked repetition priming hinders subsequent recollection but not familiarity: A behavioral and event-related potential study

The present study used the masked repetition priming paradigm in the study phase and the R/K paradigm in the test phase to investigate whether repetition priming can hinder recognition memory and which recognition process (familiarity or recollection) is hindered. Event-related potentials (ERPs) in the study and test phase were recorded to explore the temporal course of how repetition priming hinders subsequent recognition memory and which old/new effect (FN400 or LPC) is affected. Converging behavioral and ERP results indicated that masked repetition priming hindered subsequent recollection but not familiarity. The analysis of ERP priming effects in the study phase indicated that primed words were associated with less negative N400 and less positive LPC compared to unprimed words. The analysis of the priming effect as a function of subsequent memory revealed that only the LPC priming effect was predictive of priming effect on subsequent memory, which suggested that the "prediction-error" account might be a possible explanation of how repetition priming affects subsequent recognition memory.

Does Top-Down Feedback Modulate the Encoding of Orthographic Representations During Visual-Word Recognition?

In masked priming lexical decision experiments, there is a matched-case identity advantage for nonwords, but not for words (e.g., ERTAR-ERTAR <  ertar-ERTAR; ALTAR-ALTAR = altar-ALTAR). This dissociation has been interpreted in terms of feedback from higher levels of processing during orthographic encoding. Here, we examined whether a matched-case identity advantage also occurs for words when top-down feedback is minimized. We employed a task that taps prelexical orthographic processes: the masked prime same-different task. For "same" trials, results showed faster response times for targets when preceded by a briefly presented matched-case identity prime than when preceded by a mismatched-case identity prime. Importantly, this advantage was similar in magnitude for nonwords and words. This finding constrains the interplay of bottom-up versus top-down mechanisms in models of visual-word identification.

The role of letter features in visual-word recognition: Evidence from a delayed segment technique

Do all visual features in a word's constituent letters have the same importance during lexical access? Here we examined whether some components of a word's letters (midsegments, junctions, terminals) are more important than others. To that end, we conducted two lexical decision experiments using a delayed segment technique with lowercase stimuli. In this technique a partial preview appears for 50ms and is immediately followed by the target item. In Experiment 1, the partial preview was composed of terminals+junctions, midsegments+junctions, or midsegments+terminals - a whole preview condition was used as a control. Results only revealed an advantage of the whole preview condition over the other three conditions. In Experiment 2, the partial preview was composed of the whole word except for the deletion of midsegments, junctions, or terminals - we again employed a whole preview condition as a control. Results showed the following pattern in the latency data: whole preview=delay of terminals<delay of junctions<delay of midsegments. Thus, some components of a word's constituent letters are more critical for word identification than others. We examine how the present findings help adjust current models of visual word identification or develop new ones.

Do Diacritical Marks Play a Role at the Early Stages of Word Recognition in Arabic?

A crucial question in the domain of visual word recognition is whether letter similarity plays a role in the early stages of visual word processing. Here we focused on Arabic because in this language there are various groups of letters that share the same basic shape and only differ in the number/location of diacritical points. We conducted a masked priming lexical decision experiment in which a target word was preceded by: (i) an identity prime; (ii) a prime in which the critical letter was replaced by a letter with the same shape that differed in the number of diacritics (e.g., ); or (iii) a prime in which the critical letter was replaced by a letter with different shape (e.g., ). Results showed a sizable advantage of the identity condition over the two substituted-letter priming conditions (i.e., diacritical information is rapidly processed). Thus, diacritical marks play an essential role in the “feature letter” level of models of visual word recognition in Arabic.

Phonological-Lexical Feedback during Early Abstract Encoding: The Case of Deaf Readers

In the masked priming technique, physical identity between prime and target enjoys an advantage over nominal identity in nonwords (GEDA-GEDA faster than geda-GEDA). However, nominal identity overrides physical identity in words (e.g., REAL-REAL similar to real-REAL). Here we tested whether the lack of an advantage of the physical identity condition for words was due to top-down feedback from phonological-lexical information. We examined this issue with deaf readers, as their phonological representations are not as fully developed as in hearing readers. Results revealed that physical identity enjoyed a processing advantage over nominal identity not only in nonwords but also in words (GEDA-GEDA faster than geda-GEDA; REAL-REAL faster than real-REAL). This suggests the existence of fundamental differences in the early stages of visual word recognition of hearing and deaf readers, possibly related to the amount of feedback from higher levels of information.

Resolving the locus of cAsE aLtErNaTiOn effects in visual word recognition: Evidence from masked priming

Determining the factors that modulate the early access of abstract lexical representations is imperative for the formulation of a comprehensive neural account of visual-word identification. There is a current debate on whether the effects of case alternation (e.g., tRaIn vs. train) have an early or late locus in the word-processing stream. Here we report a lexical decision experiment using a technique that taps the early stages of visual-word recognition (i.e., masked priming). In the design, uppercase targets could be preceded by an identity/unrelated prime that could be in lowercase or alternating case (e.g., table-TABLE vs. crash-TABLE; tAbLe-TABLE vs. cRaSh-TABLE). Results revealed that the lowercase and alternating case primes were equally effective at producing an identity priming effect. This finding demonstrates that case alternation does not hinder the initial access to the abstract lexical representations during visual-word recognition.