An important aspect of human cognition is our ability to adapt our behavior
to changing situations and contexts. Semantic control is generally broken
into two different modes acting at varying levels of domain specificity:
general rule-based selection or contextually-altered semantic space. The
current study examines how context shifts influence associative behavior
across three context domains. We instructed participants to make word
associations as if they were interacting with a toddler (i.e.
child condition), interacting with a peer (i.e. peer), or
to just produce short words. We found that participants in the
child condition produced more child-directed speech than the other
conditions. Specifically, these responses were shorter, acquired earlier,
and higher frequency and contextual diversity. Additionally, the
child condition resulted in different representational similarity
structure than the other two conditions, providing evidence for a
context-effect that is less rule based and more akin to a flexible shifting
of semantic space.