Deeper processing at target selection increases the magnitude of negative priming

Do deeper levels of processing produce equivalent priming effects at all stages of task performance? In Experiment 1, we varied the level of processing factorially across two task stages—target selection and response selection. Each stage required perceptual (e.g., color) or conceptual (e.g., friendliness) processing of stimulus items (i.e., animal names). Negative priming was substantially greater when deeper processing was required at thetarget selection stage, but it was unaffected by the level of processing at the response selection stage. In contrast, positive priming was greater when deeper processing was required at theresponse selection stage, but it was unaffected by processing at the target selection stage. In Experiment 2, we generalized this finding using a task in which numeric targets were selected on the basis of their parity. As in Experiment 1, the deeper level of processing at the target selection stage produced a larger negative priming effect. These results illuminate the role of target selection demands in modulating the strength of negative priming.