The role of selective attention in perceptual and affective priming.

Two kinds of perceptual priming (word identification and word fragment completion), as well as preference priming (that may rely on special affective mechanisms) were examined after participants either read or named the colors of words and nonwords at study. Participants named the colors of words more slowly than the colors of nonwords, indicating that lexical processing of the words occurred at study. Nonetheless, priming on all three tests was lower after color naming than after reading, despite evidence of lexical processing during color naming shown by slower responses to words than to nonwords. These results indicate that selective attention to (rather than the mere processing of) letter string identity at study is important for subsequent repetition priming.