The preferred level of face categorization depends on discriminability

People usually categorize objects more quickly at the basic level (e.g., “dog”) than at the subordinate (e.g., “collie”) or superordinate (e.g., “animal”) levels. Notable exceptions to this rule include objects of expertise, faces, or atypical objects (e.g., “penguin,” “poodle”), all of which show faster than normal subordinate-level categorization. We hypothesize that the subordinate-level reaction time advantage for faces is influenced by their discriminability relative to other faces in the stimulus set. First, we replicated the subordinate-level advantage for faces (Experiment 1) and then showed that a basic-level advantage for faces can be elicited by increasing the perceptual similarity of the face stimuli, making discrimination more difficult (Experiment 2). Finally, we repeated both effects within subjects, showing that individual faces were slower to be categorized in the context of similar faces and more quickly categorized among diverse faces (Experiment 3).