verbal transformation effect
   A term introduced in or shortly before 1958 by the American psychologist Richard M. Warren (b. 1925), and his British colleague Richard Langton Gregory (b. 1923) to denote an illusory alteration of repeated words or sentences. For example, repetition of the spoken word "Go" may yield an illusory transformation into "Goal", "Cold", "Now", or "Down". The verbal transformation effect can be classified as a * cognitive illusion. Conceptually, it is considered analogous to a * visual illusion called the * reversible figure.
   References
   Haddock, G., Slade, P.D., Bentall, R.P. (1995). Auditory hallucinations and the verbal transformation effect: The role of suggestions. Personality and Individual Differences, 19, 301-306.
   Warren, R.M., Gregory, R.L. (1958). An auditory analogue of the visual reversible figure. American Journal of Psychology, 71, 612-613.

Dictionary of Hallucinations. . 2010.

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