Semantic facilitation with pictures and words

The present experiments explored the role of processing level and strategic factors in cross-form (word-picture and picture-word) and within-form (picture-picture and word-word) semantic facilitation. Previous studies have produced mixed results. The findings presented in this article indicate that semantic facilitation depends on the task and on the subjects' strategies. When the task required semantic processing of both picture and word targets (e.g., category verification), equivalent facilitation was obtained across all modality combinations. When the task required name processing (e.g., name verification, naming), facilitation was obtained for the picture targets. In contrast, with word targets, facilitation was obtained only when the situation emphasized semantic processing. The results are consistent with models that propose a common semantic representation for both picture and words but that also include assumptions regarding differential order of access to semantic and phonemic features for these stimulus modalities.