Semantic congruity in symbolic comparisons: Salience,expectancy, and associative priming

An expectancy interpretation of semantic congruity effects suggests that in symbolic comparisons involving the typical comparative-then-stimuli paradigm, the comparative acts as a cue in priming memory for related stimuli. A recent study by Holyoak and Mah (1981) presented evidence purported to disconfirm this hypothesis insofar as a congruity effect also was obtained when the stimuli preceded the comparative. The present study showed the stimulicomparative effect to be a consequence of the pairing of stimuli with particularly salient comparatives such that the former could serve the cuing function. This finding is consistent with the expectancy hypothesis in emphasizing the role of a flexible encoding process but inconsistent with the view that only comparatives can create expectancies in symbolic comparisons.