On measuring multiple activation using the crossmodal semantic priming technique

Crossmodal semantic priming is often considered to be a valid technique for measuring the activation of multiple word candidates, particularly if used with auditory prime words cut off before their offset. In previous studies, the technique has been used to show that the activation of multiple candidates is modulated by preceding context. However, the technique has also failed to yield consistent priming in other studies. A near-replication was carried out of one important predecessor experiment which has yielded priming effects indicating multiple activation. Results did not show consistent priming effects in this experiment. Monte Carlo simulations of the predecessor experiment strongly suggest that its positive results are artefacts of inter-listener variations in that particular experimental design. Hence, effects found with the crossmodal semantic partial priming technique may be less robust, and less reliable, than assumed so far. key words: spoken-word processing, crossmodal priming, experimental design, multiple activation, Monte Carlo simulation Robustness of crossmodal semantic priming —3— On measuring multiple activation using the crossmodal semantic priming technique