Associative strength level and retrieval inhibition in semantic memory.

In a series of investigations, E. F. Loftus (1973; G. R. Loftus & E. F. Loftus, 1974; E. F. Loftus, Senders, & Turkletaub, 1974) discovered that the latency of item retrieval from a semantic category was reduced if it immediately followed an earlier retrieval from the same category, a phenomenon attributed to spreading activation. Subsequently, Brown (1981) discovered an increase in latency across extended retrievals from a single semantic category. The present investigation followed up this finding by comparing exemplars that varied in strength of association to the category name. The probability of obtaining inhibition (longer latencies and increased errors) was inversely related to the associative strength of the exemplars. The results suggest that low-strength category associates build up inhibition more rapidly because they accrue situational strength relatively more rapidly than high-strength associates.