Priming effects with ambiguous figures.

We varied the format and semantic content of primes to determine the degree to which they would influence the interpretation of ambiguous figures. The primes were objects or object names that were related in some way to one of the two organizations of the ambiguous figures. In Experiment 1, we provided some normative data regarding the stimulus materials, whereas in Experiment 2, an orienting question was used to focus attention on the semantic relationship between the prime and the figure. In Experiment 3, we used the orienting question to divert attention away from the relationship by asking about physical features of the figures. Recognition responses to biased versions of the figures and to new figures were measured. Primes that were loosely and indirectly associated with one of the two interpretations of an ambiguous figure were found to be effective at biasing the interpretation of an ambiguous figure in the direction of the primed alternative but only if attention was focused on the semantic relationship between the two stimuli. Attention to the physical characteristics of the stimuli during encoding eliminated the prime's influence on complex object perception. These findings are consistent with the conceptual priming literature and extend those of some recent studies (Balcetis & Dale, 2007; Feist & Gentner, 2007), which show that the interpretation of complex figures can be biased by the advanced presentation of related verbal information.