Interactions of reading and semantics along the ventral visual processing stream

Converging evidence supports a distributed-plus-hub view of semantic processing, in which there are distributed modular semantic sub-systems (e.g., for shape, colour, and action) connected to an amodal semantic hub. Furthermore, object semantic processing of colour and shape, and lexical reading and identification, are processed mainly along the ventral stream, while action semantic processing occurs mainly along the dorsal stream. In Experiment 1, participants read a prime word that required imagining either the object or action referent, and then named a lexical word target. In Experiments 2 and 3, participants performed a lexical decision task (LDT) with the same targets as in Experiment 1, in the presence of foils that were legal nonwords (NW; Experiment 2) or pseudohomophones (PH; Experiment 3). Semantic priming was similar in effect size regardless of prime type for naming, but was greater for object primes than action primes for the LDT with PH foils, suggesting a shared-stream advantage when the task demands focus on orthographic lexical processing. These experiments extend the distributed-plus-hub model, and provide a novel paradigm for further research.     

The unification of mind: Integration of hemispheric semantic processing

Seventy-six participants performed a visual half-field lexical decision task at two different stimulus onset asynchronies (50 or 750 ms). Word targets were primed either by a highly associated word (e.g., CLEAN-DIRTY), a weakly associated word (e.g., CLEAN-TIDY), or an unrelated word (e.g., CLEAN-FAMILY) projected to either the same or opposite visual field (VF) as the target. In the short SOA, RVF-left hemisphere primes resulted in high associate priming regardless of target location (ipsilateral or contralateral to the prime) whereas LVF-right hemisphere primes produced both high and low associate priming across both target location conditions. In the long SOA condition, contralateral priming patterns converged, demonstrating only high associate priming in both VF locations. The results of this study demonstrate the critical role of interhemispheric transfer in semantic processing and indicate a need to elaborate current models of semantic processing.     

Touch and Go: Merely Grasping a Product Facilitates Brand Perception and Choice

Consumers often touch products, and such haptic exploration can improve consumers' evaluations of the product. We tested whether cross‐modal priming might contribute to this effect. Under the guise of a weight judgment task, which served as a haptic prime, we had blindfolded participants grasp familiar products (e.g., a Coca Cola bottle). We then had participants visually identify the brand name as quickly as possible (Experiments 1 and 2), list the first beverage brands that come to mind (Experiment 3), or choose between beverage brands as reward for participation (Experiment 4). Haptic exposure facilitated visual recognition of the given brand and increased participants' consideration and choice of that brand. Moreover, this haptic priming was brand specific and occurred even among participants who did not consciously identify the prime brand. These results demonstrate that haptic brand identities can facilitate recognition, consideration, and brand choice, regardless of consumers' conscious awareness of this haptic priming. Copyright © 2015 John Wiley & Sons, Ltd.     

Masked repetition and phonological priming in picture naming

We report a series of picture naming experiments in which target pictures were primed by briefly presented masked words. Experiment 1 demonstrates that the prior presentation of the same word prime (e.g.,rose-rose) facilitates picture naming independently of the target’s name frequency. In Experiment 2, primes that were homophones of picture targets (e.g.,rows-rose) also produced facilitatory effects compared with unrelated controls, but priming was significantly larger for targets with low-frequency names relative to targets with high-frequency names. In Experiment 3, primes that were higher frequency homophones of picture targets produced facilitatory effects compared with identical primes. These results are discussed in relation to different accounts of the effects of masked priming in current models of picture naming.     

Semantic priming of person recognition: Categorial priming may be a weaker form of the associative priming effect

An interactive activation and competition account (Burton, Bruce, & Johnston, 1990) of the semantic priming effect in person recognition studies relies on the fact that primes and targets (people) have semantic information in common. However, recent investigations into the type of relationship needed to mediate the semantic priming effect have suggested that the prime and target must be close associates (e.g., Barry, Johnston, & Scanlan, 1998; Young, Flude, Hellawell, & Ellis, 1994). A review of these and similar papers suggests the possibility of a small but non-reliable effect based purely on categorial relationships. Experiment 1 provided evidence that when participants were asked to make a name familiarity decision it was possible to boost this small categorial effect when multiple (four) primes were presented prior to the target name. Results from Experiment 2 indicated that the categorial effect was not due to the particular presentation times of the primes. This boosted categorial effect was shown to cross domains (names to faces) in Experiment 3 and persist in Experiment 4 when the task involved naming the target face. The similarity of the pattern of results produced by the associative priming effect and this boosted categorial effect suggests that the two may be due to the same underlying mechanism in semantic memory.     

Does brand spelling influence memory? The case of auditorily presented brand names

We present a framework based on psycholinguistic theory to explain how individuals spell auditorily-presented information. We use the framework to predict and test how spelling-related characteristics of brand names and factors related to the context in which brand names are presented (e.g., spelling primes) will make the brands more or less memorable. Further, we reveal the process through which spelling-related linguistic variables influence brand recall: the dual-code (both written and auditory) that results from spelling a brand correctly leads to greater ability to later recall the brand. Our framework identifies two routes that interact when individuals have to transcribe a brand: the lexical (top-down) route and the sublexical (bottom-up) route.     

Homophone effects in visual word recognition depend on homophone type and task demands.

This experiment examined how the characteristics of homophones and their mates influence homophone effects, as a function of task demands. Two types of homophones were presented: 1) low-frequency homophones with higher-frequency mates that are not animal names (e.g., maid--made), and 2) low-frequency homophones with mates that are, on average, of equivalent frequency and are animal names (e.g., foul--fowl). We observed a double dissociation: In the lexical decision task (LDT), there was a homophone effect for the first type of homophones but not for the second, whereas in the semantic categorization task (SCT) the opposite was true. These results suggest that in these tasks the effects of homophony arise when the homophone's mate creates competition in terms of the type of processing emphasized in the task, namely, orthographic processing in the LDT and semantic processing in the SCT.     

The Meaning of Brand Names to Children: A Developmental Investigation

We explored the way that children use brand names in making consumer judgments. Brand names can serve as a simple perceptual cue that identifies a product as one people are familiar with or one they associate with certain perceptual features. Brands can also be associated with symbolic or conceptual meanings, conveying status, prestige, or trendiness. We proposed that young children relate to brands on a perceptual level, whereas older children relate to brands on a conceptual basis as well. We examined this proposition in an experiment conducted with children 8,12, and 16 years of age. Participants were asked to evaluate an advertised product (e.g., athletic shoes) with a familiar brand name that was either popular (e.g., Nike^®) or less popular (e.g., Kmart^®). The advertised product was physically identical in both cases, allowing us to explore whether the brand name had meaning for children apart from its name familiarity or perceptual features. The use of conceptual brand meanings was assessed by asking participants to make several types of brand‐related judgments including evaluations of the advertised product, impressions of the owners of the advertised product, and evaluations of possible extensions of the popular brand name advertised. Results indicate that by the time children reach 12 years of age, they use brand names as an important conceptual cue in consumer judgments.     

Repeated masked category primes interfere with related exemplars: new evidence for negative semantic priming

In 4 experiments, the authors found evidence for negatively signed masked semantic priming effects (with category names as primes and exemplars as targets) using a new technique of presenting the masked primes. By rapidly interchanging prime and mask during the stimulus onset asynchrony, they increased the total prime exposure to a level comparable with that of a typical visible prime condition without increasing the number of participants having an awareness of the prime. The negative effect was observed for only low-dominance exemplars and not for high-dominance exemplars. The authors found it using lexical decision (Experiments 1 and 2), lexical decision with a response-window procedure (Experiment 3), and the pronunciation task (Experiment 4). The results are discussed with regard to different theories on semantic priming.     

Novel word integration in the mental lexicon: Evidence from unmasked and masked semantic priming

We sought to establish whether novel words can become integrated into existing semantic networks by teaching participants new meaningful words and then using these new words as primes in two semantic priming experiments, in which participants carried out a lexical decision task to familiar words. Importantly, at no point in training did the novel words co-occur with the familiar words that served as targets in the primed lexical decision task, allowing us to evaluate semantic priming in the absence of direct association. We found that familiar words were primed by the newly related novel words, both when the novel word prime was unmasked (Experiment 1) and when it was masked (Experiment 2), suggesting that the new words had been integrated into semantic memory. Furthermore, this integration was strongest after a 1-week delay and was independent of explicit recall of the novel word meanings: Forgetting of meanings did not attenuate priming. We argue that even after brief training, newly learned words become an integrated part of the adult mental lexicon rather than being episodically represented separately from the lexicon.     

What do graded effects of semantic transparency reveal about morphological processing?

We examined the influence of semantic transparency on morphological facilitation in English in three lexical decision experiments. Decision latencies to visual targets (e.g., CASUALNESS) were faster after semantically transparent (e.g., CASUALLY) than semantically opaque (e.g., CASUALTY) primes whether primes were auditory and presented immediately before onset of the target (Experiment 1a) or visual with an stimulus onset asynchrony (SOA) of 250 ms (Experiment 1b). Latencies did not differ at an SOA of 48 ms (Experiment 2) or with a forward mask at an SOA of 83 ms (Experiment 3). Generally, effects of semantic transparency among morphological relatives were evident at long but not at short SOAs with visual targets, regardless of prime modality. Moreover, the difference in facilitation after opaque and transparent primes was graded and increased with family size of the base morpheme.     

Evidence from masked‐priming that initial identification of brand names is via abstract letter identities

Although visual‐word recognition is often assumed to proceed on the basis of case‐invariant letter representations, previous research has shown a role for letter‐case in recognizing brand names. One recent study reported early effects of letter‐case in a brand‐decision task using masked primes (Perea et al., 2015, British Journal of Psychology, 106, 162). The present study attempts to replicate this finding using brand names typically presented in all lowercase (e.g., adidas), all uppercase (e.g., IKEA), or titlecase (e.g., Ford). Across three masked‐priming experiments, we found no advantage for case‐matched identity primes over case‐mismatched identity primes. This finding suggests that brand‐specific letter‐case information does not play a role in the early processing of brand names. However, we observed evidence that case may be used as a cue for making brand decisions, which may explain the effect reported by Perea et al. (2015, British Journal of Psychology, 106, 162).     

The automaticity of infra‐humanization

This research tested the infra‐humanization hypothesis that uniquely human emotions (e.g., love, sorrow) are automatically more linked in memory with the in‐group than with the out‐group. No such difference is expected for non‐uniquely human emotions (e.g., joy, sadness) which pertain to everybody, including animals. Two studies using semantic primes followed by visual person categorization task (PCT) and lexical (lexical decision task, LDT) targets were conducted. Results supported infra‐humanization theory. Reaction times were faster for the in‐group/secondary emotions associations than for out‐group/secondary emotions ones. As predicted, no difference in latency times appeared for primary emotions as a function of the groups. These findings elucidate the ambiguity present in Paladino et al. ( 2002 ). Theoretical and practical implications are suggested. Copyright © 2006 John Wiley & Sons, Ltd.     

Does jugde activate COURT? Transposed-letter similarity effects in masked associative priming

Transposed-letter (TL) nonwords (e.g., jugde) can be easily misperceived as words, a fact that is somewhat inconsistent with the letter-position-coding schemes employed by most current models of visual word recognition. To examine this issue further, we conducted four masked semantic/associative priming experiments, using a lexical decision task. In Experiment 1, the related primes could be words, TL-internal nonwords, or replacement-letter (RL) nonwords (e.g., judge, jugde, or judpe, respectively; the target would be COURT). Relative to an unrelated condition, masked TL-internal primes produced a significant semantic/associative priming effect, an effect that was only slightly smaller than the priming effect for word primes. No effect, however, was observed for RL-nonword primes. In Experiment 2, the TL-nonword primes were created by switching the two final letters of the primes (e.g., judeg). The results again showed a semantic/associative priming effect for word primes, but not for TL-final nonword primes or for RL-nonword primes. Experiment 3 replicated the associative/semantic priming effect for TL-internal nonword primes, with, again, no effect for TL-final nonword primes. Finally, Experiment 4 again failed to yield a priming effect for TL-final nonword primes. The implications of these results for the choice of a letter-position-coding scheme in visual word recognition models are discussed.     

Semantic similarity influences early morphological priming in Serbian: A challenge to form-then-meaning accounts of word recognition

Semantically similar (e.g., coolant-COOL) primes have produced greater facilitation than have form-similar but semantically dissimilar (e.g., rampant-RAMP) primes when English words have appeared in the forward-masked primed lexical decision task (Feldman, O'Connor, & Moscoso del Prado Martín, Psychonomic Bulletin & Review 16: 684-691, 2009). These results challenge claims that form-based, semantically blind activation underlies early morphological facilitation. Some have argued that the English materials in previous studies were not ideally constructed, insofar as the types of spelling changes to affixed stems differed in the semantically similar and dissimilar pairs. The present study exploited Serbian's bialphabetism, rich morphology, and homographic (form-identical) stems to replicate early effects of semantic similarity. Furthermore, it incorporated within-target manipulations of prime type and of alphabet, such that the alphabets of the prime-target pairs matched in Experiment 1a and alternated in Experiment 1b. Importantly, no letter or phoneme changes occurred between the stems of the primes and targets. These results revealed significant effects of semantic similarity that are comparable with and without alphabet alternation. The semantic effects in Serbian replicated almost exactly those in English (Feldman et al., Psychonomic Bulletin & Review 16: 684-691, 2009), which suggests that even early in the course of processing, morphemes are units of meaning as well as of form. The results failed to support models of lexical processing that postulate sequential access, first to the morphological form, and then to the semantic aspects of words.     

Effects of retrieval practice on conceptual explicit and implicit consumer memory

Two experiments are reported that investigate the effects of retrieval practice on explicit and implicit memory for brand names. In Experiment 1, participants were exposed to a set of brand names pertaining to a range of product categories. Following this, participants practiced retrieving a subset of the brands before taking an explicit or implicit test for the brands. The explicit test, required recall of the brands in response to product category cues. The implicit test required the generation of the first brand names that came to mind. In both tests, prior retrieval produced retrieval‐induced forgetting of the non‐practiced brands. Experiment 2 replicated this effect under conditions designed to reduce explicit contamination. In addition, Experiment 2 found that increasing the amount of retrieval practice also increased the magnitude of retrieval‐induced forgetting on the explicit but not the implicit test. Implications for advertising and marketing are considered. Copyright © 2008 John Wiley & Sons, Ltd.     

Iconic gestures prime words

Using a cross-modal semantic priming paradigm, both experiments of the present study investigated the link between the mental representations of iconic gestures and words. Two groups of the participants performed a primed lexical decision task where they had to discriminate between visually presented words and nonwords (e.g., flirp). Word targets (e.g., bird) were preceded by video clips depicting either semantically related (e.g., pair of hands flapping) or semantically unrelated (e.g., drawing a square with both hands) gestures. The duration of gestures was on average 3,500 ms in Experiment 1 but only 1,000 ms in Experiment 2. Significant priming effects were observed in both experiments, with faster response latencies for related gesture-word pairs than unrelated pairs. These results are consistent with the idea of interactions between the gestural and lexical representational systems, such that mere exposure to iconic gestures facilitates the recognition of semantically related words.     

Center-surround or spreading inhibition: which mechanism caused the negative effect from repeated masked semantic primes?

In the paradigm of repeated masked semantic priming (Wentura & Frings. 2005), prime and mask are repeatedly and rapidly interchanged. Using this technique in a semantic priming task with category labels as primes and category exemplars as targets (related, e.g.. BIRD - swan --> BIRD - finch; unrelated, e.g., BIRD - lily --> FRUIT - finch), Wentura and Frings found a negatively signed priming effect. Here we used the repeated masking technique with category exemplars as targets and primes (i.e., identity priming) for analyzing, whether this effect reflects center-surround or spreading inhibition. If the repeated masked technique reflects spreading inhibition, a negative effect should also appear for identity priming. In contrast, a center-surround approach would predict a positive effect. In accordance with the latter hypothesis, we found a significant positive effect in identity priming (Experiment 1a) and significant difference to the negatively signed semantic priming effect when primes were category labels (Experiment 1b). This is indicative of the repeated masked semantic priming effect being a negatively signed semantic priming effect due to a center-surround mechanism.     

Age of acquisition and the recognition of brand names: On the importance of being early

Research in cognitive psychology has shown that words, objects and faces learned early in life are recognized more fluently than similar items learned later. Experiment 1 shows that early acquired brand names are recognized more quickly than later acquired brands. Experiment 2 shows that the age of acquisition effect extends to accessing semantic knowledge about brands. In Experiment 3, older participants were faster at recognizing early learned brands that are now extinct than more recent, active brand names. Early surviving brands were recognized quickest of all. The significance of these effects for manufacturers and marketing are discussed.     

The locus of semantic priming effects in person recognition

Semantic priming in person recognition has been studied extensively. In a typical experiment, participants are asked to make a familiarity decision to target items that have been immediately preceded by related or unrelated primes. Facilitation is usually observed from related primes, and this priming is equivalent across stimulus domains (i.e., faces and names prime one another equally). Structural models of face recognition (e.g., IAC: Burton, Bruce, & Johnston, 1990) accommodate these effects by proposing a level of person identity nodes (PINs) at which recognition routes converge, and which allow access to a common pool of semantics. We present three experiments that examine semantic priming for different decisions. Priming for a semantic decision (e.g., British/American?) shows exactly the same pattern that is normally observed for a familiarity decision. The pattern is equivalent for name and face recognition. However, no semantic priming is observed when participants are asked to make a sex decision. These results constrain future models of face processing and are discussed with reference to current theories of semantic priming.