Since W. Wundt (1904) and H. J. Watt (1906), researchers have found no agreement on how goals direct word retrieval. A prevailing associative account (E. K. Miller & J. D. Cohen, 2001) holds that goals bias association strength, which determines retrieval latency and whether irrelevant words interfere. A symbolic account (A. Roelofs, 2003) holds that goals enable retrieval rules and predicts no strict dependence of interference on latency. Here, 3 chronometric experiments in which the role of relative retrieval latency was investigated through distributional analyses, following Watt, are reported. Participants verbally categorized picture-word pairs that were semantically related or unrelated, or they categorized single pictures or words. The pairs yielded semantic latency effects in both word and picture categorizing, although single words were categorized slower than single pictures. Semantic effects occurred in word categorizing even when postexposure of the pictures compensated for the difference in categorizing latency. Vincentile and ex-Gaussian analyses revealed that the semantic effects occurred throughout the latency distributions, excluding goal neglect as the cause of the effects. The results were interpreted as most consistent with the symbolic account, which was corroborated by computer simulations.Keywords: attention, computational modeling, distributional analysis, memory retrieval, word productionIn the early days of experimental psychology, Wundt (1904) criticized the now classic, associative Wernicke-Lichtheim model of word production by arguing that the retrieval of words from memory is an active goal-driven process rather than a passive associative process, as held by the model. According to Wundt, an attentional process centered in the frontal lobes of the human brain controls a word perception and production network located in perisylvian brain areas, described by the Wernicke-Lichtheim model. Whereas Wundt examined goal-driven processes in perception, Watt (1906) experimentally investigated goal-directed word retrieval. Successful realization of task-relevant associations, he demonstrated, cannot simply be the result of passive associations between stimuli and word responses. Instead, task goals play a vital role in determining the direction of the retrieval process. A century later, however, it is still a hotly debated issue how exactly goals direct word retrieval processes.The work reported in the present article is intended to shed light on the role of one factor in the word retrieval process, namely, relative retrieval latency. I begin by briefly describing the classic study of Watt (1906) and the seminal theoretical accounts of Selz (1913) and Müller (1913). Next, I discuss current theories of the control of word retrieval, which are descendents of these early theoretical ideas. I then present three chronometric experiments on categorizing pictures and words that examined the relative merits of two theories, namely, the associative account of Cohen, Dunbar, and McClelland (1990) and ...