Bias in masked word identification: unconscious influences of repetition priming.

The beneficial influence of a prior study episode on subsequent identification of a word includes a large bias component, revealed in the forced-choice variant of the masked word identification test. In that type of test, subjects show a preference for a studied probe over a nonstudied probe, regardless of which one matches the masked target word. The forced-choice test was used in the present experiments to test the possibility that this bias effect is due to conscious recollection. Results show that bias was strongly attenuated (1) by changes in modality between study and test, and (2) under certain conditions, by using a conceptually driven study task. The bias effect was found only when probes were orthographically similar to one another, as predicted by the counter model (Ratcliff & McKoon, 1997). These results provide strong evidence that the bias effect is not mediated by conscious recollection.