Recent advances in functional Magnetic Resonance Imaging (fMRI) offer a significant new approach to studying semantic representations in humans by making it possible to directly observe brain activity while people comprehend words and sentences.
the multiplicative model predicts that the visual aspects will be emphasized when a participant is thinking about strong dog, while the additive model predicts that, in addition, the behavioral aspects (e.g., eat, smell, and hear) of dog will be emphasized.