For instance, if you were to read a story about rabbits, and you saw that word over and over, then if I were to pronounce the word hair later on, you would probably write down hare, H-A-R-E, meaning rabbit, instead of hair, H-A-I-R, the reason being that your memory of rabbit, even though you're not consciously thinking about this story, would prime you or prepare your brain to associate the rabbit definition of hare, rather than any other association that might come up from that sound. 