Visual masking of primes lowers prime visibility but spares processing of primes as reflected in prime–target congruence and prime–response compatibility effects. However, the question is how to appropriately measure prime visibility. Here, we tested the influence of three procedural variables on prime visibility measures: prime–target similarity, prime–response similarity, and the variability of prime–response mappings. Our results show that a low prime–target similarity is a favorable condition for a prime visibility measure because it increases the sensitivity of this measure in comparison (...) to a high prime–target similarity. (shrink)