Recognition by association: Within‐ and cross‐modality associative priming with faces and voices

Recent literature has raised the suggestion that voice recognition runs in parallel to face recognition. As a result, a prediction can be made that voices should prime faces and faces should prime voices. A traditional associative priming paradigm was used in two studies to explore within‐modality priming and cross‐modality priming. In the within‐modality condition where both prime and target were faces, analysis indicated the expected associative priming effect: The familiarity decision to the second target celebrity was made more quickly if preceded by a semantically related prime celebrity, than if preceded by an unrelated prime celebrity. In the cross‐modality condition, where a voice prime preceded a face target, analysis indicated no associative priming when a 3‐s stimulus onset asynchrony (SOA) was used. However, when a relatively longer SOA was used, providing time for robust recognition of the prime, significant cross‐modality priming emerged. These data are explored within the context of a unified account of face and voice recognition, which recognizes weaker voice processing than face processing.