The bizarre imagery effect, better memory for bizarre stimuli than for common stimuli, is now an established finding. However, the mnemonic benefits of bizarre imagery are subject to several constraints (e.g., the use of mixed lists and free-recall tests). A further constraint on the bizarreness effect is demonstrated here. In each of two experiments, subjects were given either incidental or intentional study instructions and were asked to rate the vividness ofthe images they formed from the bizarre and common sentences. Contrary to conclusions based on available evidence, the bizarreness effect in free recall was manifested only with the incidental learning instructions. This additional constraint on the effect is consistent with the item-order account of bizarreness.A generally accepted view of imagery is that bizarre images lead to better retention performance than common images. Until fairly recently, however, there was little empirical support for this belief. This lack of empirical support for the mnemonic benefits ofbizarre imagery led Postman (1975) to conclude that" despite popular misconceptions, bizarre images are no better as memory aids than common ones" (p. 322). More recently, however, Einstein and McDaniel (1987) reviewed the bizarre imagery literature and demonstrated that the effect does manifest itself under certain experimental conditions: namely, when mixed lists are used and retention is assessed with a free-recall test (see also McDaniel & Einstein, 1986).McDaniel and his colleagues have drawn from research on the generation effect-better memory for self-generated items than for items that are simply read-to explain the effects oflist type (mixed or unmixed) on the bizarreness effect (McDaniel, Einstein, DeLosh, May, & Brady, 1995). Similar to the bizarreness effect, the generation effect generally does not occur with unmixed list designs (see, e.g., Siamecka & Katsaiti, 1987). One explanation for the absence of generation effects with unmixed lists is based on the item-order distinction. Presumably, generation enhances the encoding of item-specific information but at the expense of processing serial order information (Burns, Curti, & Lavin, 1993; Nairne, Riegler, & Serra, 1991;Serra & Nairne, 1993). The additional item information given to the generated items tends to improve recall by about the same amount as the additional order information improves recall for the simply read items, thus resulting in a null effect. When mixed lists are used, however, the simply read items either do not receive the additional order processing or the order processing spreads to nearby generated items. This results in better recall for the generated items because all the items receive roughly equivalent amounts oforder processing, but the generated items receive more item processing. McDaniel et al. (1995) have argued that in betweenlists designs, bizarre sentences enhance the processing of item information, and hinder the processing of order information, much like self-generated items. This processing tr...