In Experiment 1, color-naming interference for target stimuli following associated primes was greater in a group making a lexical decision to the prime than in a group reading the prime silently.Highfrequency targets were responded to more quickly than low-frequency targets, In Experiment 2, with subjects naming the prime, there was evidence of associative interference when the prime and the target were grouped temporally but not when the intertrial interval was comparable with the prime-target interval. Associative primes presented at a short (120-msec)prime-target stimulus onset asynchrony facilitated color naming in Experiment 3. Taken together, the results suggest that the effect of faster processing of the base word in a color-naming task is facilitatory and that color-naming priming interference arises when associative prime processing increases conflict between word and color responses by enhancing phonological or articulatory activation of the base word.The Stroop color-naming interference effect (see the review by C. M. MacLeod, 1991;Stroop, 1935) demonstrates a failure of selective attention, in that subjects asked to name the color ofa word's print are unable to ignore the incongruent information provided, for example, by the word blue in red lettering. The tendency of skilled readers to read the word (hereafter termed the base word), even when asked to ignore it, was exploited in a noncolor word version ofthe Stroop test by Warren (1972Warren ( , 1974, who used color-naming latencies as indices ofthe effects of variables on visual word recognition. Because word reading is not required for color naming, effects on colornaming latencies in the noncolor word Stroop are assumed to be uncontaminated by strategies directed toward identification of the base word (cf. Tanenhaus, Flanigan, & Seidenberg, 1980). This is a significant advantage of the noncolor word Stroop task as a tool for investigating lexical access in visual word recognition, in light of the evidence for the effects of various task-specific strategies that may qualify the interpretation ofdata from lexical decision (e.g., Balota & Chumbley, 1984) and naming tasks (Andrews, 1989). However, there are several findings that cast doubt on the traditional interpretation ofcolor-naming latencies in the noncolor word Stroop task. The purpose of the present work was to clarify the interpretation of this task in relation to associative priming.The results of Experiment 2 were presented at the Twenty-second Experimental Psychology Conference at Brisbane, QLD, Australia, 1995. The research was supported by a University of Queensland Special Projects Grant. Part of the data for Experiment 2 were collected by Susan Ryan for a psychology undergraduate. project. I thank Bob Lorch for guidance beyond expectations, Veronica Dark and an anonymous reviewer for helpful feedback on earlier versions of the paper, and Karin Humphreys for data collection. Correspondence concerning this article should be addressed to 1. S. Burt, School of Psychology, University of Q...