Looking for meaning: Eye movements are sensitive to overlapping semantic features, not association

Theories of semantic memory differ in the extent to which relationships among concepts are captured via associative or via semantic relatedness. We examined the contributions of these two factors, using a visual world paradigm in which participants selected the named object from a four-picture display. We controlled for semantic relatedness while manipulating associative strength by using the visual world paradigm’s analogue to presenting asymmetrically associated pairs in either their forward or backward associative direction (e.g., ham—eggs vs. eggs—ham). Semantically related objects were preferentially fixated regardless of the direction of presentation (and the effect size was unchanged by presentation direction). However, when pairs were associated but not semantically related (e.g., iceberg—lettuce), associated objects were not preferentially fixated in either direction. These findings lend support to theories in which semantic memory is organized according to semantic relatedness (e.g., distributed models) and suggest that association by itself has little effect on this organization.