Independence of data-driven and conceptually driven priming: the case of person recognition

A central tenet of current memory theories is the independence of data-driven and conceptually driven priming. Although these types of repetition priming have different functional properties, it has remained unclear whether they are independent and additive or interact with each other. Therefore, we orthogonally combined these priming types in two experiments requiring occupation judgments for celebrities, represented by their faces or names. In both experiments, the sum of the effects of separate data-driven priming and conceptually driven priming equaled the effect of the combination of these priming types. These findings demonstrate for the first time the independence of data-driven and conceptually driven priming and so confirm a central tenet of current memory theories. This independence may thus be an important element for the development of future overarching memory theories.