The number 747 is named faster after seeing Boeing than after seeing Levi's: Associative priming in the processing of multidigit Arabic numerals.

Two experiments are reported in which naming multidigit Arabic numerals was shown to depend on the context in which the numbers were presented. Number naming and number decisions were faster after an associative prime (e.g., 747 preceded by the word Boeing) than after an unrelated prime, both in unmasked and masked priming conditions. On the basis of these findings, we conclude that number naming is not always based on a quantity-based semantically mediated pathway.