Depth of processing: When the principle of congruity fails

Abstract

Two factors, level of processing (Craik & Lockhart, 1972) and congruity (Schulman, 1974), known to have large effects on the recall of experimenter-provided responses to questions, were examined in a series of five incidental learning experiments using subject-generated responses. The data show that manipulation of level of processing has the same effect on recall of subjectgenerated responses as it does on experimenter-provided responses. However, the effect of congruity is reversed for subject-generated responses. The data suggest that the difficulty of generating unrelated responses (“incongruous“ items) may account, at least in part, for the failure of the “principle of congruity“ with subject-generated responses.