Effect of task demands on dual coding of pictorial stimuli.

Recent studies have suggested that verbal labeling of a picture does not occur automatically. Although several experiments using paired-associate tasks produced little evidence indicating the use of a verbal code with picture stimuli, the tasks were probably not sensitive to whether the codes were activated initially. It is possible that verbal labels were activated at input, but not used later in performing the tasks. The present experiment used a color-naming interference task in order to assess, with a more sensitive measure, the amount of verbal coding occurring in response to word or picture input. Subjects named the color of ink in which words were printed following either word or picture input. If verbal labeling of the input occurs, then latency of color naming should increase when the input item and color-naming word are related. The results provided substantial evidence of such verbal activation when the input items were words. However, the presence of verbal activation with picture input was a function of task demands. Activation occurred when a recall memory test was used, but not when a recognition memory test was used. The results support the conclusion that name information (labels) need not be activated during presentation of visual stimuli.