On associations between computers and restaurants: rapid learning of new associations on a conceptual implicit memory test.

A novel event-based conceptual implicit memory test was designed to tap the development of new associations between objects and ad hoc categories. At study, participants were presented with a plausible story that linked an incongruous object (computer) with an ad hoc category (restaurant). At test, participants judged whether a given object was typically found in a restaurant. In Experiment 1, judgment time was significantly slower for the incongruous object (computer) when the story had previously linked the computer to the restaurant, relative to when it had not. Experiment 2 replicated this effect and ruled out the alternative interpretation that this interference effect was attributable to a general slowing of responses to all studied items. Unlike in prior studies, this demonstration of associative priming cannot be attributed to perceptual priming or to test awareness in memory-intact participants. The paradigm therefore offers a unique opportunity to study single-trial conceptual learning in memory-intact and memory-impaired populations.