Priming summation in the cerebral hemispheres: evidence from semantically convergent and semantically divergent primes

Faust, Miriam; Kahana, Allon

doi:10.1016/s0028-3932(01)00174-9

Cited by 45 publications

(26 citation statements)

References 24 publications

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“…The coarse coding hypothesis successfully explains a range of findings in the semantic priming literature (Beeman, Friedman et al 1994;Faust and Kahana 2002;Faust and Lavidor 2003) and has been extended to higher-order aspects of language processing (Beeman, Bowden and Gernsbacher 2000;Coulson and Williams 2005;Titone 1998) and even problem solving (Bowden and Jung-Beeman 2003;Jung-Beeman 2005). However, not all data patterns are consistent with this view.…”

Section: Introductionmentioning

confidence: 93%

“…Behavioral studies looking at the processing of lexically ambiguous words in normal individuals using the VF method, however, have found results more in line with the predictions of the coarse coding account (e.g., Faust and Kahana 2002;Faust and Lavidor 2003;Simpson 1984;Titone 1998). For example, in a study by Burgess and Simpson (1988), participants were shown homographs in central vision and then asked to make lexical decisions (word/nonword judgments) to letter strings presented in either VF.…”

Section: Introductionmentioning

confidence: 98%

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Multiple priming of lexically ambiguous and unambiguous targets in the cerebral hemispheres: The coarse coding hypothesis revisited

Kandhadai

Federmeier

2007

Brain Research

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The coarse coding hypothesis (Jung-Beeman 2005) postulates that the cerebral hemispheres differ in their breadth of semantic activation, with the left hemisphere (LH) activating a narrow, focused semantic field and the right (RH) weakly activating a broader semantic field. In support of coarse coding, studies (e.g., Faust and Lavidor 2003) investigating priming for multiple senses of a lexically ambiguous word have reported a RH benefit. However, studies of mediated priming (Livesay and Burgess 2003; Richards and Chiarello 1995) have failed to find a RH advantage for processing distantly-linked, unambiguous words. To address this debate, the present study made use of a multiple priming paradigm (Balota and Paul, 1996) in which two primes either converged onto the single meaning of an unambiguous, lexically-associated target (LION-STRIPES-TIGER) or diverged onto different meanings of an ambiguous target (KIDNEY-PIANO-ORGAN). In two experiments, participants either made lexical decisions to targets (Experiment 1) or made a semantic relatedness judgment between primes and targets (Experiment 2). In both tasks, for both ambiguous and unambiguous triplets we found equivalent priming strengths and patterns across the two visual fields, counter to the predictions of the coarse coding hypothesis. Priming patterns further suggested that both hemispheres made use of lexical level representations in the lexical decision task and semantic representations in the semantic judgment task.

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Section: Introductionmentioning

confidence: 93%

Section: Introductionmentioning

confidence: 98%

Multiple priming of lexically ambiguous and unambiguous targets in the cerebral hemispheres: The coarse coding hypothesis revisited

Kandhadai

Federmeier

2007

Brain Research

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“…Similar to ambiguous words (e.g., bank, second, etc. ), metaphors also have multiple meanings that are semantically distant from the literal meaning (Burgess and Simpson, 1988;Faust and Kahana, 2002;Faust and Lavidor, 2003). For example, to comprehend the metaphoric advertisement, ''It's a garden with a lid'' for a brand of salsa, consumers need to activate semantically distant related words (such as fresh or crisp) to understand that the salsa has fresh ingredients.…”

Section: Hemispheric Processing During Metaphor Comprehensionmentioning

confidence: 99%

Metaphoric advertisement comprehension: The role of the cerebral hemispheres

Vance

Virtue

2011

J of Consumer Behaviour

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Currently little is known about how implicit processes (i.e., cognitive processes that consumers are unaware of) are utilized as consumers read metaphoric advertisements. The field of cognitive neuroscience can help marketers better understand consumers' implicit processing by examining how each cerebral hemisphere uniquely contributes during metaphoric advertisement comprehension. A right hemisphere advantage has been demonstrated during metaphoric language processing; however, it is unclear how each hemisphere of the brain processes metaphors used in advertisements. This study combines the fields of marketing and cognitive neuroscience to investigate the hemispheric processing of metaphoric advertisements. Through the use of the divided visual field paradigm, participants read metaphor, literal, or neutral slogans and responded to related target words presented to either the left visual field-right hemisphere or the right visual field-left hemisphere. As predicted, there was a right hemisphere advantage, compared to the left hemisphere, for metaphoric slogans. Additionally, greater facilitation was evident in the right hemisphere for literal slogans compared to metaphoric slogans. Metaphoric messages were also remembered better than literal ones. These findings provide an in-depth account of how consumers implicitly process messages, suggesting an important role of the right hemisphere during the comprehension of both metaphoric and literal messages.

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“…Many studies inspired by these early accounts have also shown that injury to the RH can disrupt discourse comprehension, i.e., the ability to understand a group of sentences that describes a sequence of events, as in a story or conversation (e.g., Chiarello, 2003;Tompkins, Baumgaertner, Lehman, & Fassbinder, 2000). The present study tested an explanation for the distinct role of the RH in discourse processing, that focuses on the ability of this hemisphere to maintain widespread script-related meaning activation for an extended period (e.g., Burgess & Simpson, 1988;Chiarello, 1991Chiarello, , 2003Faust & Kahana, 2002). We suggest that this unique ability may underlie the contribution of the RH to the integrative processes needed to achieve global coherence during discourse processing.…”

Section: Introductionmentioning

confidence: 86%

“…Thus, Wndings of several priming studies have suggested that the RH activates weakly related semantic information more slowly and maintains it longer than the LH, making distantly related, unusual word meanings available for longer time periods (e.g., Anaki, Faust, & Kravetz, 1998;Burgess & Simpson, 1988;Faust & Kahana, 2002). These studies show that as a result of the diVerent patterns of meaning availability, information that has been already suppressed in the LH might still be activated in the RH (e.g., subordinate and metaphoric word meanings).…”

Section: Introductionmentioning

confidence: 99%

The effects of multiple script priming on word recognition by the two cerebral hemispheres: Implications for discourse processing

2006

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The present study examined left (LH) and right (RH) hemisphere involvement in discourse processing by testing the ability of each hemisphere to use world knowledge in the form of script contexts for word recognition. Participants made lexical decisions to laterally presented target words preceded by centrally presented script primes. (four sentences describing common situations). To examine the maintenance of script information across intervening text, there were six types of primes. These consisted of either single scripts or combinations of two diVerent scripts: (1) a related script, (2) an unrelated script, (3) a related script + a neutral "Wller," (4) a related script + an unrelated script, (5) an unrelated script + a related script, and (6) a neutral baseline condition. Results indicated that in the LH, only related scripts or related scripts preceded by unrelated scripts facilitated target word recognition. In contrast, the RH gained signiWcant facilitation from all combinations of script primes, including related scripts followed by either Wller materials or unrelated scripts. These results are consistent with the theory that the RH contributes in a critical way to discourse comprehension by maintaining widespread meaning activation for an extended period. This unique ability of the RH may be especially important for integrative processes needed to achieve global coherence during discourse processing.

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Priming summation in the cerebral hemispheres: evidence from semantically convergent and semantically divergent primes

Cited by 45 publications

References 24 publications

Multiple priming of lexically ambiguous and unambiguous targets in the cerebral hemispheres: The coarse coding hypothesis revisited

Multiple priming of lexically ambiguous and unambiguous targets in the cerebral hemispheres: The coarse coding hypothesis revisited

Metaphoric advertisement comprehension: The role of the cerebral hemispheres

The effects of multiple script priming on word recognition by the two cerebral hemispheres: Implications for discourse processing

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