A study of masked form priming in picture and word naming

We report a series of picture- and word-naming experiments in which the masked priming paradigm with prime exposures brief enough to prevent prime identification were used. Experiment 1 demonstrates that the prior presentation of the same word prime facilitates both picture and word naming independently of target frequency. In Experiments 2 and 3, primes that were pseudohomophones of picture targets produced facilitatory effects compared with orthographic controls, but these orthographically similar nonword primes did not facilitate picture naming compared with unrelated controls. On the other hand, word targets were primarily facilitated by orthographic prime-target overlap. This marked dissociation in the priming effects obtained with picture and word targets is discussed in relation to different explanations of masked form priming effects in visual word recognition and current models of picture and word naming.