Will Julia Roberts harm Nicole Kidman? Semantic priming effects during face naming

Three experiments are reported, which examine whether face naming is vulnerable to semantic competition in a similar way to object naming. Previous experiments with object naming have shown that a related prime picture presented 3 trials before a target picture results in an increase in error rate and naming latencies when compared to unrelated prime conditions. The experiments here use the same paradigm, with errors as the main dependent variable. In Experiment 1, the prime and target faces were from the same occupational category (e.g., politicians, actors), and in Experiment 2, the primes and target faces were also associated to each other. In Experiment 3, the prime was presented as a name to be read aloud. Unrelated filler stimuli intervened between prime and target. In all experiments, there was a reduction in target-naming errors in the related conditions, and in Experiment 3 this was shown to be largely a reduction in naming failures. The results suggest that related name representations for famous people are not activated in parallel and in competition, and that there is some evidence for a relatively long lasting facilitatory effect. These results require some modification to any serial account of face naming to differentiate it from the generally well-established serial account of object naming.