Exploring the time course of semantic interference and associative priming in the picture-word interference task

The picture-word interference (PWI) task is a widely used technique for exploring effects of semantic context on lexical access. In this task, printed words are superimposed over pictures to be named, with the timing of the interfering word relative to the picture systematically manipulated. Two experiments (N = 24 adults in each) explored the time course of effects of associates (e.g., CARROT superimposed on a picture of a rabbit) versus coordinates (e.g., CHIPMUNK superimposed on a picture of a rabbit) on naming latencies. Associates led to faster picture naming than did unrelated words, with facilitative effects occurring at stimulus onset asynchronies (SOAs, in ms) ranging from -450 to 0. Coordinates led to slower naming latencies, with the interference effect restricted to SOAs of -150 and 0. The overlapping time course of associative priming and coordinate interference provides important constraints on models of lexical access in speech production.