A Diffusion Model AnalysisSequential priming procedures play a major role in Cognitive Psychology and related disciplines. For example, priming techniques are used to assess associative structures in semantic memory (e.g., Collins & Loftus, 1975;Neely, 1977;Rosch, 1975), to analyze subliminal semantic processing (e.g., Draine & Greenwald, 1998;Klinger, Burton, & Pitts, 2000;Marcel, 1983), or to investigate the mental basis of attitudes, prejudice, and stereotyping (Blair & Banaji, 1996;Fazio, Sanbonmatsu, Powell, & Kardes, 1986; Wittenbrink, Judd, & Park, 1997, 2001a. With different sequential priming paradigms it has been shown that the processing of an irrelevant prime stimulus influences the processing ofor the responding to-a subsequently presented target stimulus. Typically, responses are faster and more accurate if prime and target are related.Despite these similarities, there are also important differences between paradigms.First, relatedness of prime and target can be based on many dimensions, including semantic relatedness, associations, similarity, and others. We are primarily interested here in associative and semantic relations between prime and target. Items are semantically related when they belong to the same category and thus share semantic properties (e.g., cat and cow are mammals) or when they are functionally related (e.g., broom and floor are related because brooms are used to sweep floors). Items are considered to be associated when a large percentage of people give the target as the first word they think of in response to the prime (see Moss, Ostrin, Tyler, & Marslen-Wilson, 1995, for an elaborate discussion of the distinction between semantic and associative priming). In addition to the relatedness dimension, priming paradigms differ in the type of task that is to be performed on the targets:Most paradigms use the lexical decision task (Meyer & Schvaneveldt, 1971;Neely, 1977; see also Gaertner & McLaughlin, 1983;Wentura, 2000; Wittenbrink et al., 1997 Wittenbrink et al., , 2001a & Hymes, 1996;Hermans, De Houwer, & Eelen, 1994), semantic or affective categorization tasks (e.g., De Houwer, Hermans, Rothermund, & Wentura, 2002;Fazio et al., 1986;Klinger et al., 2000), and verification tasks (Collins & Quillian, 1969;Meyer, 1970; see also Dovidio, Evans, & Tyler, 1986).
A structural taxonomyIn this regard it is helpful to introduce a structural taxonomy of priming designs that distinguishes between semantic priming and response priming (see also Wentura & Degner, 2010). In semantic priming, the relationship of interest (e.g., whether prime and target are associatively related or not) is varied orthogonally to the response categories: For example, in a semantic priming design using the lexical decision task, targets that are preceded by associatively related primes as well as targets that are preceded by unrelated primes require a word-response. By way of contrast, in response priming designs, primes are at the same time congruent or incongruent to the target and to the response that ha...