Automatic Semantic Activation Is No Myth

Abstract

The claim that semantic activation is an automatic process was recently called a myth, on the basis of the finding that if letter search is performed on a prime word, semantic priming effects on response time are eliminated, whereas repetition effects are preserved. The absence of semantic activation, however, cannot be validly inferred from the lack of response time effects, and converging evidence is needed. To this end, we examined the event-related potential correlate of priming, the N400 amplitude modulation, in a letter-search priming paradigm. Our experiment replicated the response time effects and demonstrated that the N400 amplitude successfully differentiates cross-case repetition priming, semantic priming, and neutral conditions. The results clearly indicate that the meaning of the prime word was processed and that semantic activation indeed was present in the letter-search task. The notion that semantic activation is an automatic process should not be abandoned prematurely.