Michael Hoey

Hoey's lexical priming describes how readers learn a word's meaning from the company it keeps: every encounter primes the next. A practical consequence for marketing copy is that naming one concept with one consistent word lowers the reader's cognitive load — they stop re-confirming that “class-leading,” “best-in-class,” and “top-tier” all mean the same thing. Lens distinguishes concept terms (anchor them) from connector language (vary it freely). Vocabulary drift — three near-synonyms for the same concept — is what this framework catches: Lens proposes a single anchor while leaving verbs and transitions varied.