The nature of semantic priming effects in the recognition of familiar people.

We report a series of experiments examining the nature of semantic priming effects in the recognition of familiar people. Experiment 1 showed that facilitation of the recognition of familiar target faces by related face primes occurs within the recognition system, since there is no equivalent priming when subjects are asked only to determine the sex of the target faces, rather than to recognize them as familiar. Experiments 2 and 3 examined the basis of the facilitatory effect of related primes, and showed that both for familiarity decision (Expt 2 and Expt 3) and face naming (Expt 3) tasks it is primarily based on close association of the prime and target people, rather than common membership of a semantic category. This associative component of semantic priming was further explored in Expt 4, which showed that cross-domain priming from face primes to target names was present for associated prime-target pairs, but was maximal when prime and target were the face (prime) and name (target) of the same person. The results of the experiments are consistent with the interactive activation simulation developed by Burton, Bruce & Johnston (1990), and set constraints which will have to be met by any other plausible account of semantic priming.