Conceptual activation of distractors during selection is not sufficient to produce negative priming

Negative priming (NP) occurs when responses are slower because the targets were distractors on the preceding trial. Word-naming NP occurs only with words that have been presented repeatedly as targets; novel words do not show NP. The activation-inhibition explanation is that representations of repeated-word distractors are activated already and must be inhibited; the inhibition carries over to the next trial. If this explanation is correct, novel-word NP should occur if the word is semantically primed (thus activating its representation) before it occurs as a distractor. In two experiments, there was NP for words from a repeated set, and the magnitude of NP increased when the same word could occur as a target on consecutive trials. There was positive, rather than negative, priming for novel-word targets that had been semantically primed as distractors. Either the activation from semantic priming was not sufficiently strong to require inhibition, or the activation-inhibition hypothesis does not refer to activation of conceptual representations.