Cross-modality priming for people's adjectivized names: failure to support the adjectivization hypothesis

This experiment tested a prediction derived from Hollis and Valentine's 2001 adjectivization hypothesis, that having an adjectival form is the key factor that makes certain classes of proper names, i.e., country names, exhibit a common name-like pattern of long-term priming. The hypothesis predicted that, when adjectivized historical celebrity names, e.g., William Shakespeare/Shakespearean, were compared with nonadjectivized historical celebrity names, e.g., Emile Zola, cross-modality long-term priming in a familiarity decision task would occur only for nonadjectivized name stimuli. 32 students of literature, history, or philosophy (21 women and 11 men; age range 18-41 years, M age = 22.4 yr.) were tested. Priming was measured by latency of response. Analysis showed that the mean RT to primed items was faster than the mean RT to unprimed items when the prime task was presented in both visual and auditory modalities both for the adjectivized and nonadjectivized names. Contrary to the hypothesis, cross-modality priming was observed regardless of the adjectivization of name stimuli. The findings of the present experiment did not support the adjectivization hypothesis.