Brand name confusion: Subjective and objective measures of orthographic similarity.

Consumer "Confusion" of Origin and Brand Similarity Perceptions

BARBARA LOKEN is Assistant Professor of Marketing and IVAN Ross is Professor of Marketing, both in the School of Management, University of Minnesota, Minneapolis, Minnesota 55455. RONALD L. HINKLE is founder of Market Metrics, 3615 15th Avenue South, Minneapolis, Minnesota 55407. This research was supported in part by a grant from the School of Management, University of Minnesota, to the first ...

Similarity as a risk factor in drug-name confusion errors: the look-alike (orthographic) and sound-alike (phonetic) model.

BACKGROUND One of every four medication errors reported in the United States is a name-confusion error. The rate of name-confusion errors might be reduced if new and confusing names were not allowed on the market and if safeguards could be put in place to avoid confusion between existing names. OBJECTIVES To evaluate several prognostic tests of drug-name confusion, alone and in combination, w...

Objective and Subjective Measures of Diversity :

An assessment of orthographic similarity measures for several African languages

Natural Language Interfaces and tools such as spellcheckers and Web search in one’s own language are known to be useful in ICT-mediated communication. Most languages in Southern Africa are under-resourced, however. Therefore, it would be very useful if both the generic and the few language-specific NLP tools could be reused or easily adapted across languages. This depends on the notion, and ext...

Website Complexity: Objective versus Subjective Measures

Site complexity has been defined both as a single construct and as multi-dimension construct and operationalized in terms of objective measures or user perceptions. In this research, we distinguish between objective and subjective (perceived) site complexity and examine the relationship between the two. Objective site complexity is measured by how varied a website is; subjective site complexity...