Strength of context does modulate the subordinate bias effect: a reply to Binder and Rayner

Using a self-paced reading task, Kellas, Martin, Yehling, Herman, and Vu (1995) demonstrated that strength of context can modulate the effects of meaning frequency. Binder and Rayner (1998) initially replicated the results, using eye-tracking methodology. On further examination of the stimuli, Binder and Rayner eliminated 43% of the stimulus set and found that context strength failed to modulate meaning frequency. Binder and Rayner's initial replication of Kellas et al. and the convergence of results between their two main experiments established the validity of self-paced reading as a measure of on-line reading, when compared with eye-tracking methodology. However, their central conclusion, that context strength cannot modulate the subordinate bias effect, is open to question. In this commentary, we examine the criteria adopted to exclude items from our homonym set and discuss the issue of local versus published norms. We also discuss the issue of context strength, as related to the specific rating procedures employed. Finally, we conclude that strong context can, in fact, eliminate the subordinate bias effect and that the context-sensitive model can more fully account for the available data on lexical ambiguity resolution.