Strategies for generating multiple instances of common and ad hoc categories

In a free-emission procedure participants were asked to generate instances of a given category and to report, retrospectively, the strategies that they were aware of using in retrieving instances. In two studies reported here, participants generated instances for common categories (e.g. fruit) and for ad hoc categories (e.g., things people keep in their pockets) for 90 seconds and for each category described how they had proceeded in doing so. Analysis of the protocols identified three broad classes of strategy: (1) experiential, where memories of specific or generic personal experiences involving interactions with the category instances acted as cues; (2) semantic, where a consideration of abstract conceptual characteristics of a category were employed to retrieve category exemplars; (3) unmediated, where instances were effortlessly retrieved without mediating cognitions of which subjects were aware. Experiential strategies outnumbered semantic strategies (on average 4 to 1) not only for ad hoc categories but also for common categories. This pattern was noticeably reversed for ad hoc categories that subjects were unlikely to have experienced personally (e.g. things sold on the black market in Russia). Whereas more traditional accounts of semantic memory have favoured decontextualised abstract representations of category knowledge, to the extent that mode of access informs us of knowledge structures, our data suggest that category knowledge is significantly grounded in terms of everyday contexts where category instances are encountered.