Context effects in the processing of familiar faces

In this paper we report five experiments that investigate the influence of prime faces upon the speed with which familiar faces are recognized and named. Previously, priming had been reported when the prime and target faces were closely associated, e.g., Prince Charles and Princess Diana (Bruce & Valentine, 1986). In Experiment 1 we show that there is a reliable effect of relatedness on a double-familiarity decision, even when the faces are only categorically related, e.g., Kirk Douglas and Clint Eastwood. Then it was shown that such an effect emerges only on a double decision task (Experiments 2 and 3). Experiment 4 showed that on a primed naming task, faces preceded by a categorically related prime were responded to more quickly than those preceded by an unrelated prime, and the effect was due to inhibition. Experiment 5 replicated this effect and also showed that when associatively related primes were used, a facilitatory, and not an inhibitory, effect is found. It is argued that the facilitation of associative priming arises at an earlier locus than the inhibition of categorial priming.