Semantic priming of familiar faces

A series of experiments to explore the effect of priming by semantically related items in familiarity judgement tasks using faces and names that are analogous to lexical decision tasks is reported. In the first experiment, the semantic priming effect in face recognition reported by Bruce (1983) was explored in more detail by including neutral as well as associated and unrelated primes and by varying the prime-target SOA from 250 to 1,000 msec. Significant facilitation effects, with no inhibition, were found at all three SOAs. To explore the analogy between the processing of faces and verbal materials, a second experiment used names rather than faces. The difference between related and unrelated conditions at 250- and 1,000-msec SOA was similar to that found for faces in Experiment 1, but for names there was some evidence of inhibition. To investigate the locus of the priming effect with faces, in Experiment 3 the effect of degrading face targets was examined. An interaction between stimulus quality and semantic priming was observed, suggesting that the locus of the facilitation might lie at a relatively early stage in face processing. The results of these experiments illustrate further similarities between the processing of faces and verbal materials (cf. Bruce 1979, 1981).