Another look at semantic priming without awareness

Abstract

In a recent study, McCauley, Parmelee, Sperber, and Carr (1980) reported results indicating that semantic priming had been produced by visual stimuli that were backward masked at durations too brief for greater than chance report. The conclusions drawn from such an experiment are critically dependent upon whether or not the primes were actually masked below the thresh-old for identification during priming trials. The three experiments reported here provide evidence that this requirement was not met. Rather, McCauley et al.'s (1980) methodology allowed for an uncontrolled increase in light adaptation during the actual testing of prime efficacy in the priming session. This increase in light adaptation reduced the effectiveness of the backward mask and resulted in an increase in prime visibility during priming trials. Thus, semantic priming probably occurred under conditions in which commensurate visual information was actually available. © 1983 Psychonomic Society, Inc.