In a large cohort, with a larger number of candidates, it may take longer to resolve cohort competition during the initial stages of lexical access.
Because the late responses (N400, P600), which start after 200 ms, are preceded by substantially earlier indicators of the same types of stimulus information, they are unlikely to reflect the first, initial stages of information access.
It seems possible, therefore, that the neurolinguistic processes tracked by the M350 and N400 do not reveal the stages of compound access in full, missing its earliest steps in particular.
As this case illustrates, challenges can emerge not only in the early stages of market access when a product's initial reimbursement levels are established but later in the product life cycle, perhaps reflecting changes in the competitive environment or pressures to reduce health care costs.
The modular perspective on lexical processing predicts automatic activations of word meanings independent of contextual influence at the initial stage of lexical access.
Our cross-modal lexical priming experiment showed that, regardless of the ROM differences and contextual congruity, both meanings of an ambiguous word were activated at an early stage of lexical access.
To make sure that any observed semantic activation took place during the early stage of lexical access, the visual targets were presented 100 milliseconds before the offsets of the ambiguous prime words (Ahrens 1998; Tabossi and Zardon 1993).
For semantic activations at the initial stage of lexical access, it has been suggested that the target word should be presented no later than the offset of the prime word (Tabossi and Zardon 1993; see also Ahrens 1998).
However, the effect of ROM has also been challenged by Hino et al. (2006), who reported a null effect, and Hino et al. (2010), who argued that ROM is effective only at the post-lexical decision-making stage, not at the semantic coding stage of lexical access.
