Perception and preference in short-term word priming

Responding optimally with unknown sources of evidence (ROUSE) is a theory of short-term priming applied to associative, orthographic-phonemic, and repetition priming. In our studies, perceptual identification is measured with two-alternative forced-choice testing. ROUSE assumes features activated by primes are confused with those activated by the target. A near-optimal decision discounts evidence arising from such shared features. Too little discounting explains the finding that primed words were preferred after passive viewing of primes. Too much discounting explains the findings of reverse preference after active processing of primes. These preference changes highlight the need to use paradigms (like the present ones) capable of separating preferential and perceptual components of priming. Evidence of enhanced perception was found only with associative priming and was very small in magnitude compared with preference effects.