Verbal transformation: habituation or spreading activation?
Experiment 1 tested the habituation hypothesis of the Verbal Transformation Effect, an auditory illusion in which a repeating verbal stimulus undergoes perceptual transformation, by varying stimulus dimensions which might be expected to retard habituation. Transformations were found to increase as a function of imagery value and word length, failing to support the habituation hypothesis. Experiment 2, in which transformations were found to vary as a function of number of activated semantic representations of a physically invariant homophone stimulus, provided support for a new dual-process explanation of the Transformation effect, based on spreading activation between cognitive representations.