"ON THE INTERACTION OF ALPHABETIC AND LOGOGRAPHIC WORDS WITH SOUNDS AND IMAGES"

It is well established that reading alphabetic words is dominated by phonological (sound-based) processes, whereas phonological processes do not appear to dominate the processing of Chinese logographs, where visual processes are more pronounced (for reviews, see Tavassoli, in press; Zhou & Marslen-Wilson, 1999). Most previous demonstrations of these linguistic differences have relied on low-level processes that potentially do not involve short-term memory. For example, they have attempted to assess differences in the speed (measured in milliseconds) by which phonological and semantic information get activated in the brain. Our research adds to a growing stream of consumer behavior research that has shown these low-leve