Semantic priming in visual word recognition: Activation blocking and domains of processing

The fact that letter search on a prime eliminates the typically robust semantic priming effect in lexical decision is often attributed to the "shallowness" of the prime-processing task. In three experiments we investigated this claim by using two different "shallow" prime-processing tasks: letter search and color identification. Consistent with previous reports, lexical decisions to semantically related targets were not facilitated when subjects searched the prime for a probe letter. In contrast, semantic priming was observed following a color discrimination task on the prime. We suggest that a levels-of-processing interpretation is not an adequate framework for understanding these data. Instead, a domain-specific processing account is offered in which explicit processing at the letter level (as in letter search) makes demands on resources (e.g., activation) that drives processing at the semantic level. This competition is resolved by establishing a temporary activation block at the lexical-semantic interface, which results in the elimination or attenuation of semantic priming. In contrast, global judgment of color is viewed as a domain that does not make demands on the resources that drive the visual word recognition machinery. There is therefore no need for an activation block, and semantic priming is not prevented.