The activation of semantic memory: effects of prime exposure, prime-target relationship, and task demands.

Priming facilitation was examined under conditions of brief incremental prime exposures (28, 43, 71, and 199 msec) under masked conditions for two types of lexical relationships (associative-semantic pairs, such as "wolf-fox," and semantic-feature pairs, such as "whale-dolphin") and in two tasks (primed lexical decision and semantic categorization). The results of eight experiments revealed, first, that priming elicits faster response times for semantic-feature pairs. The associative-semantic pairs produced priming only at the longer prime exposures. Second, priming was observed earlier for semantic categorization than for the lexical decision task, in which priming was observed only at the longer stimulus onset asynchronies. Finally, our results allowed us to discredit the congruency hypothesis, according to which priming is due to a common categorical response for the prime and target words. The implications of these results for current theories of semantic priming are discussed.