How to switch on and switch off semantic priming effects for natural and artifactual categories: activation processes in category memory depend on focusing specific feature dimensions

"Semantic priming" refers to the phenomenon that people react faster to target words preceded by semantically related rather than semantically unrelated words. We wondered whether momentary mind sets modulate semantic priming for natural versus artifactual categories. We interspersed a category priming task with a second task that required participants to react to either the perceptual or action features of simple geometric shapes. Focusing on perceptual features enhanced semantic priming effects for natural categories, whereas focusing on action features enhanced semantic priming effects for artifactual categories. In fact, significant priming effects emerged only for those categories thought to rely on the features activated by the second task. This result suggests that (a) priming effects depend on momentary mind set and (b) features can be weighted flexibly in concept representations; it is also further evidence for sensory-functional accounts of concept and category representation.