The Effects of Word Identity, Case, and SOA on Word Priming in a Subliminal Context.

It is widely assumed that subliminal word priming is case insensitive and that a short SOA (< 100 ms) is required to observe any effects. Here we attempted to replicate results from an influential study with the inclusion of a longer SOA to re-examine these assumptions. Participants performed a semantic categorisation task on visible word targets that were preceded either 64 or 192 ms by a subliminal prime. The prime and target were either the same or different word and could appear in the same or different case. We confirmed the presence of subliminal word priming (same word < different word reaction times). The word priming effect did not differ when case was the same or different, which supports case insensitive word priming. However, there was a general facilitation effect driven by case (same case < different case). Finally, there was a significant difference between the two SOA conditions; however, there were no interactions between SOA and any other factor, demonstrating that subliminal priming did not differ between short and long SOAs. The results demonstrate that word priming is case insensitive but that there is nevertheless an overall facilitation when words, regardless if they are repeated or not, are presented in the same case. This facilitation in case may reflect modularity in the low-level processing of the visual characteristics of words.