A widespread view in cognition is that once acquired through extensive
practice, mental skills such as reading are automatic. Lexical and se
mantic analyses of single words are said to be uncontrollable in the s
ense that they cannot be prevented. Over the past 60 years, apparently
convincing support for this assumption has come from hundreds of expe
riments in which skilled readers have processed an irrelevant word in
the Stroop task despite explicit instructions not to, even when so doi
ng would hurt color identification performance. This basic effect was
replicated in two experiments, which also showed that a considerable a
mount of semantic processing is locally controlled by elements of the
task. For example, simply coloring a single letter instead of the whol
e word eliminated the Stroop effect. This outcome flies in the face of
any automaticity account in which specified processes cannot be preve
nted from being set in motion, but it is consistent with the venerable
idea that mental set is a powerful determinant of performance.