Sociolinguistics has examined mental organization of language only sporadically. Meanwhile, areas of linguistics that deal with cognitive organization seldom delve deeply into language variation. Variation is essential for understanding how language is structured cognitively, however. Three kinds of evidence are discussed to illustrate this point. First, style shifting demonstrates that language users develop detailed associations of when to produce specific linguistic forms, depending on the pragmatic context. Second, variation in fine-grained phonetic cues shows that cognitive organization applies to linguistic forms not otherwise known to be under speakers' control. Finally, experiments on dialect comprehension and identification demonstrate that listeners have detailed cognitive associations of language variants with groups of people, whether or not they can produce the same variants themselves. A model is presented for how sociolinguistic knowledge can be viewed in relation to other parts of language with regard to cognitive and neural representations. WIREs Cogni Sci 2011 2 701-716 DOI: 10.1002/wcs.152 For further resources related to this article, please visit the WIREs website.