Conflicts between priming and episodic retrieval: a question of fluency?

Human memory consists of different underlying processes whose interaction can result in counterintuitive findings. One phenomenon that relies on various types of mnemonic processes is the repetition priming effect for unfamiliar target faces in familiarity decisions, which is highly variable and may even reverse. Here, we tested the hypothesis that this reversed priming effect may be due to a conflict between target fluency signals and episodic retrieval processes. After replicating the reverse priming effect, three different manipulations were effective in diminishing it. We suggest that each of these manipulations diminished the ambiguity regarding the source of priming-induced fluency of target processing. Our findings argue against a strictly independent view of different types of memory.