This paper argues that the vicarious reinforcement account of Kanfer and Marston reduces to an associative control (word linkage) paradigm; no appeal need be made to reinforcement, modeling, imitation, or matching. The subjects of Experiment 1, in the absence of vicarious reinforcement, responded proportionately to model lists that increased, decreased, or held constant the frequency of critical response words (animal nouns). Experiment 2 included a vicariously reinforced group, a group of controls that received a bell of brief duration following each critical response word verbalized by the model, and a group for which no stimulus change accompanied the model's presentation. The three groups failed to separate in the production of critical responses. Experiment 3 presented the same critical response words within the methodology described classically as a discrete free association test. These responses were then compared with those yielded by the subjects of Experiment 2. It was found that all four groups yielded about the same number of critical responses. A limited content analysis also revealed striking similarities in the responses of the four groups.