This paper concerns the relation between mental organization and memory performance. In a series of experiments, it is determined that interactive imagery exceeds separate imagery in cued recall and the organization of free recall. However, the two are indistinguishable in either recognition or the level of free recall unless some additional interunit organization is initially encoded. Although interactive imagery allows a list to be retained as fewer traces than does separate imagery, those traces are necessarily larger. The inverse relation between the number and size of traces is found also in the organization of free recall. This tradeoff results in equivalent total recall.There is no shortage of evidence that imagery instructions are correlated with memory performance. However, the contribution of the research to the understanding of the memory system has been disappointing. For example, Runquist (1973) summarized the impact of the research as "look what we can do with imagery instructions" (p.295). In a similar vein, Tulving and Madigan (1970) questioned the value of using imagery as an explanatory construct and called for more integration of imagery research with memory theory in general. By 1975, Postman detected some progress along these lines, but concluded that the theoretical efforts of Begg (1972Begg ( , 1973 and Paivio (1971Paivio ( , 1975a were inching forward slowly at best. The present paper offers a memory-theoretic account of the effects of imagery instructions, with the hope of adequately describing those effects in terms that relate the research to general memory processes. In brief, imaging items together, as opposed to separately, reduces the number of memory units required to retain a given list by increasing the average size of the units. However, any organizational format will be most appropriate for some contexts of use, but will be irrelevant or even antagonistic for other purposes. Consequently, the present paper will be as much concerned with what imagery instructions do not accomplish as with what they do.Before casting imagery instructions in theoretical terms, let us review the effects of the instructions, based on previous research. In the basic situation of interest, subjects are presented with a list of familiar concrete nouns, randomly paired with each other.The research reported here was supported by Grant A8122 from the National Research Council of Canada. I thank the members of the F. T. Bacon Society (Grant Harris, John Mitterer, and Doug Upfold) for considerable support. Reprints can be obtained from Ian Begg, Department of Psychology, McMaster University, Hamilton, Ontario, Canada L8S 4Kl.One group is instructed to form a single image to represent each pair of items interacting in some way, while a second group is instructed to form a separate image for each member of each pair. In subsequent tests of memory, some results are quite intuitive and are easily accommodated by any theory of memory. For example, if one member of each pair serves as a cue for recalling the ot...