Overview of the different measures of association strength as conditional probabilities between targets, clues and guesses.

Forward association strength for the director for example denotes the conditional probability of the clue word given the target word. This operationalizes egocentric salience because it concerns the first words that come to mind when the director sees the target word, if the director does not take into account that they have to select a clue word that is useful for the matcher. Forward association strength therefore operationalizes egocentric salience while backward association strength operationalizes allocentric salience.