Three lexical decision experiments were carried out, where the masked priming paradigm is used to study the role of the frequency attenuation effect (more priming in low-frequency target words than in high-frequency target words) in repetition and associative priming, manipulating Prime Duration (PD) and Stimulus Onset Asynchrony (SOA). A new concept was introduced, Minimum Time Threshold (MTT), this is, the minimum time interval of exposure to the masked word in order to become aware of it. Results support the notion that MTT is a key to the appearance of the frequency attenuation effect when enough word processing time is allowed. Results do not support the unified explanation of masked priming and long-term priming as proposed by Bodner and Masson (2001). Moreover, information feedback from the semantic level was not the reason for the frequency attenuation effect in repetition priming.