The Multilevel Modality-Switch Effect: What Happens When We See the Bees Buzzing and Hear the Diamonds Glistening

Previous studies demonstrated that the sequential verification of different sensory modality properties for concepts (e.g., BLENDER-loud; BANANA-yellow) brings about a processing cost, known as the modality-switch effect. We report an experiment designed to assess the influence of the mode of presentation (i.e., visual, aural) of stimuli on the modality-switch effect in a property verification and lexical decision priming paradigm. Participants were required to perform a property verification or a lexical decision task on a target sentence (e.g., “a BEE buzzes”, “a DIAMOND glistens”) presented either visually or aurally after having been presented with a prime sentence (e.g., “the LIGHT is flickering”, “the SOUND is echoing”) that could either share both, one or none of the target’s mode of presentation and content modality. Results show that the mode of presentation of stimuli affects the conceptual modality-switch effect. Furthermore, the depth of processing required by the task modulates the complex interplay of perceptual and semantic information. We conclude that the MSE is a task-related, multilevel effect which can occur on two different levels of information processing (i.e., perceptual and semantic).