On measuring multiple lexical activation using the cross-modal semantic priming technique

Cross-modal semantic priming with partial auditory primes seems a good technique to assess spoken-word recognition, because it allows tracking the activation of multiple word candidates. However, previous research using this technique has found inconsistent results. First, a priming experiment is reported that addresses this technique’s validity. Results show that semantic priming is not observed with partial auditory primes, but only with full primes. Secondly, Monte Carlo simulations are reported of a previous study that found partial priming effects; the simulations show that the particular design in that study yields a high risk of a Type-I error. In conclusion, the semantic priming technique cannot be used to investigate activation of multiple word candidates, and its use for that purpose should be discontinued.