Automatic processes in lexical access and spreading activation.

The semantic priming effect can be reduced or eliminated depending on how the prime word is processed. The experiments reported here investigate this prime task effect. Two experiments used identity and semantic priming tasks to determine whether the prime word is encoded at a lexical level under letter-search conditions. When the prime task was naming, both identity and semantic priming occurred; however, when a letter-search task was performed on the prime word, only identity priming occurred, thus supporting the argument that the search task affects activation of semantic associates rather than lexical access of the prime word. Another experiment demonstrated that this identity priming was the result of lexical processes rather than of letter-by-letter priming. A cross-modal priming technique demonstrated that the letter-search prime task does not actively suppress activation of semantic associates. The implications of these results for automaticity and for proposed mechanisms of priming are discussed.