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

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  • Tavassoli, Nader T
  • Han, Jin K

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 Hancha. 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. Copyright 2001 by the University of Chicago.

Suggested Citation

  • Tavassoli, Nader T & Han, Jin K, 2001. "Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 482-493, December.
    • Handle: RePEc:oup:jconrs:v:28:y:2001:i:3:p:482-93
    DOI: 10.1086/323735
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    Cited by:

    1. Zhang, Chun & Laroche, Michel & Richard, Marie-Odile, 2017. "The differential roles of verbs, nouns, and adjectives in English and Chinese messages among bilingual consumers," Journal of Business Research, Elsevier, vol. 72(C), pages 127-135.
    2. Carnevale, Marina & Luna, David & Lerman, Dawn, 2017. "Brand linguistics: A theory-driven framework for the study of language in branding," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 572-591.
    3. Davide Christian Orazi & Bhoomija Ranjan & Yimin Cheng, 2023. "Non-face emojis in digital marketing: Effects, contingencies, and strategic recommendations," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 570-597, May.
    4. Kivilcim Dogerlioglu-Demir & Cenk Koçaş, 2015. "Seemingly incidental anchoring: the effect of incidental environmental anchors on consumers’ willingness to pay," Marketing Letters, Springer, vol. 26(4), pages 607-618, December.
    5. SZÉKELY Beatrix, 2020. "Effects Of Borrowed Words And Different Wordings On The Efficiency Of Marketing Communication Messages - Theoretical Background Of Future Research," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 405-415, July.
    6. Kum, Doreen & Lee, Yih Hwai & Qiu, Cheng, 2011. "Testing to prevent bad translation: Brand name conversions in Chinese-English contexts," Journal of Business Research, Elsevier, vol. 64(6), pages 594-600, June.
    7. Jasna Horvat & Josipa Mijoc & Nives Tomasevic, 2015. "Paradigm Of Digital Communication: The Potential Of Multiple Science Script," Economy of eastern Croatia yesterday, today, tommorow, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 4, pages 325-340.
    8. Jin Han & Yong Sohn & Kun Yoo, 2015. "The Korean language and the effects of its honorifics system in advertising: deferential vs. informal speech as regulatory prime on persuasive impact," Marketing Letters, Springer, vol. 26(3), pages 321-333, September.

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