Table II.

Results of the normative rating studies

Matching criteria	Within modality	Between modality
		Primes	Targets	Word‐pairs
Lexical frequency	0.69	0.61	0.45	0.96
Number of letters	0.33	0.86	0.50	0.61
Number of syllables	0.26	0.38	0.54	0.88
Mean rating score				0.25

The within modality matching was done between primes and targets. Between modality the matching was done between uni‐ and cross‐modal primes, uni‐ and cross‐modal targets and uni‐ and cross‐modal word‐pairs. The results represent the P values of the paired‐sample t‐tests.