Measuring Differences in Preactivation on the Internet: The Content Category Superiority Effect

Abstract

Preactivation of particular content categories in memory yields latency differences in a visual recognition task. Two Internet studies demonstrate this content category superiority effect (CCSE). Target words are repeatedly flashed for 400 ms and then masked for 200 ms. Experiment 1 shows that differences in pre-activated memory content, related to participants’ use of computer operating systems, influence z-scored visual word recognition latencies. Experiment 2 shows that this influence is susceptible to instruction. Participants expecting to find positive words recognized those words faster, whereas participants expecting to find negative words were faster on negative words. The CCSE provides a basis on which new measures of implicit memory content can be founded. Two such applications are discussed - the Motive Superiority Measure of implicit motives, and a latency-based measure of self-focused attention.