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Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context.

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Title: Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context.
Authors: Tavassoli, Nader T.1 nader@mit.edu, Han, Jin K.2 jkhan@smu.edu.sg
Source: Journal of Consumer Research. Dec2001, Vol. 28 Issue 3, p482-493. 12p. 1 Black and White Photograph, 4 Graphs.
Subject Terms: *Information processing, *Schemas (Psychology), *Alphabet, *Cognition, *Logography, *Memory, *Signs & symbols, *Sociolinguistics, *Brand name products, *Marketing research, *Slogans, *Language research
Abstract: We compare the cognitive processing of words written in alphabetic scripts with the cognitive processing of words written in logographic scripts. We suggest that the processing of words written in alphabetic scripts relies more heavily on the storage of--and the serial rehearsal properties of--short-term memory's phonological loop. In contrast, the processing of words written in logographic scripts relies more on the storage of--and the spatial-relational rehearsal properties of--visual short-term memory. A series of three experiments investigates implications of these processing differences within a single language, Korean, where words can be written in the alphabetic Hangul or in the logographic Han-cha. These experiments examine contextual interference from auditory and visual stimuli, relational memory between brand names and auditory and visual brand identifiers, and two qualitative processing outcomes, serial-order memory and spatial-relational memory. [ABSTRACT FROM AUTHOR]
Database: Energy & Power Source
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DbLabel: Energy & Power Source
An: 5728612
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PubType: Academic Journal
PubTypeId: academicJournal
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  Data: Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context.
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  Data: <searchLink fieldCode="AR" term="%22Tavassoli%2C+Nader+T%2E%22">Tavassoli, Nader T.</searchLink><relatesTo>1</relatesTo><i> nader@mit.edu</i><br /><searchLink fieldCode="AR" term="%22Han%2C+Jin+K%2E%22">Han, Jin K.</searchLink><relatesTo>2</relatesTo><i> jkhan@smu.edu.sg</i>
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Consumer+Research%22">Journal of Consumer Research</searchLink>. Dec2001, Vol. 28 Issue 3, p482-493. 12p. 1 Black and White Photograph, 4 Graphs.
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  Data: *<searchLink fieldCode="DE" term="%22Information+processing%22">Information processing</searchLink><br />*<searchLink fieldCode="DE" term="%22Schemas+%28Psychology%29%22">Schemas (Psychology)</searchLink><br />*<searchLink fieldCode="DE" term="%22Alphabet%22">Alphabet</searchLink><br />*<searchLink fieldCode="DE" term="%22Cognition%22">Cognition</searchLink><br />*<searchLink fieldCode="DE" term="%22Logography%22">Logography</searchLink><br />*<searchLink fieldCode="DE" term="%22Memory%22">Memory</searchLink><br />*<searchLink fieldCode="DE" term="%22Signs+%26+symbols%22">Signs & symbols</searchLink><br />*<searchLink fieldCode="DE" term="%22Sociolinguistics%22">Sociolinguistics</searchLink><br />*<searchLink fieldCode="DE" term="%22Brand+name+products%22">Brand name products</searchLink><br />*<searchLink fieldCode="DE" term="%22Marketing+research%22">Marketing research</searchLink><br />*<searchLink fieldCode="DE" term="%22Slogans%22">Slogans</searchLink><br />*<searchLink fieldCode="DE" term="%22Language+research%22">Language research</searchLink>
– Name: Abstract
  Label: Abstract
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  Data: We compare the cognitive processing of words written in alphabetic scripts with the cognitive processing of words written in logographic scripts. We suggest that the processing of words written in alphabetic scripts relies more heavily on the storage of--and the serial rehearsal properties of--short-term memory's phonological loop. In contrast, the processing of words written in logographic scripts relies more on the storage of--and the spatial-relational rehearsal properties of--visual short-term memory. A series of three experiments investigates implications of these processing differences within a single language, Korean, where words can be written in the alphabetic Hangul or in the logographic Han-cha. These experiments examine contextual interference from auditory and visual stimuli, relational memory between brand names and auditory and visual brand identifiers, and two qualitative processing outcomes, serial-order memory and spatial-relational memory. [ABSTRACT FROM AUTHOR]
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=enr&AN=5728612
RecordInfo BibRecord:
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      – Type: doi
        Value: 10.1086/323735
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      – Code: eng
        Text: English
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        PageCount: 12
        StartPage: 482
    Subjects:
      – SubjectFull: Information processing
        Type: general
      – SubjectFull: Schemas (Psychology)
        Type: general
      – SubjectFull: Alphabet
        Type: general
      – SubjectFull: Cognition
        Type: general
      – SubjectFull: Logography
        Type: general
      – SubjectFull: Memory
        Type: general
      – SubjectFull: Signs & symbols
        Type: general
      – SubjectFull: Sociolinguistics
        Type: general
      – SubjectFull: Brand name products
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      – SubjectFull: Marketing research
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      – SubjectFull: Slogans
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      – SubjectFull: Language research
        Type: general
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      – TitleFull: Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context.
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            NameFull: Tavassoli, Nader T.
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            NameFull: Han, Jin K.
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            – D: 01
              M: 12
              Text: Dec2001
              Type: published
              Y: 2001
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              Value: 28
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              Value: 3
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            – TitleFull: Journal of Consumer Research
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