Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/24489
Title: Electrophysiological correlates of brand names
Authors: Cheung, MC
Chan, AS
Sze, SL
Keywords: Brand names
Coherence
EEG
Language processing
Proper nouns
Issue Date: 2010
Publisher: Elsevier
Source: Neuroscience letters, 2010, v. 485, no. 3, p. 178-182 How to cite?
Journal: Neuroscience letters 
Abstract: EEG coherence has been used extensively in the investigation of language processing of different words categories. In contrast, relatively less is known about EEG coherence pattern of processing brand names. The present study aimed to investigate EEG coherence pattern associated with brand names in English and Chinese. EEG coherence of 32 healthy normal participants during 4 reading conditions, including concrete English words, concrete Chinese characters, English brand names and their translated Chinese brand names, were computed and compared. Regardless whether it was in English or Chinese, brand names were generally associated with higher intrahemispheric beta coherence in both the left and right hemispheres than concrete words or characters. Compared to English brand names, Chinese brand names demonstrated increased interhemispheric theta coherence in the frontal and temporal cortical regions. These results suggest that brand names tend to be processed through semantic routes. Similar to proper names and nonwords, they are represented in the lexical systems of both hemispheres. In addition, English and Chinese brand names are processed similarly at the semantic level and the difference in EEG coherence patterns associated with English and Chinese brand names is more likely due to phonological and orthographic processing that are associated with English and Chinese, respectively.
URI: http://hdl.handle.net/10397/24489
ISSN: 0304-3940
EISSN: 1872-7972
DOI: 10.1016/j.neulet.2010.09.006
Appears in Collections:Journal/Magazine Article

Access
View full-text via PolyU eLinks SFX Query
Show full item record

SCOPUSTM   
Citations

7
Last Week
0
Last month
0
Citations as of Sep 20, 2017

WEB OF SCIENCETM
Citations

5
Last Week
0
Last month
0
Citations as of Sep 21, 2017

Page view(s)

38
Last Week
2
Last month
Checked on Sep 24, 2017

Google ScholarTM

Check

Altmetric



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.