Automatic semantic feedback during visual word recognition.

Four experiments were conducted to determine whether semantic feedback spreads to orthographic and/or phonological representations during visual word recognition and whether such feedback occurs automatically. Three types of prime-target word pairs were used within the mediated-priming paradigm: (1) homophonically mediated (e.g.,frog-[toad]-towed), (2) orthographically mediated (e.g.,frog-[toad]-told), and (3) associatively related (e.g.,frog-toad). Using both brief (53 msec; Experiment 1) and long (413 msec; Experiment 3) prime exposure durations, significant facilitatory-priming effects were found in the response time data with orthographically, but not homophonically, mediated prime-target word pairs. When the prime exposure duration was shortened to 33 msec in Experiment 4, however, facilitatory priming was absent with both orthographically and homophonically mediated word pairs. In addition, with a brief (53-msec) prime exposure duration, direct-priming effects were found with associatively (e.g.,frog-toad), orthographically (e.g., toad-told), and homophonically (e.g., toad-towed) related word pairs in Experiment 2. Taken together, these results indicate that following the initial activation of semantic representations, activation automatically feeds back to orthographic, but not phonological, representations during the early stages of word processing. These findings were discussed in the context of current accounts of visual word recognition.