A horse race of a different color: Stroop interference patterns with transformed words.

ABSTRACT

Four experiments investigated Stroop interference using geometrically transformed words. Over experiments, reading was made increasingly difficult by manipulating orientation uncertainty and the number of noncolor words. As a consequence, time to read color words aloud increased dramatically. Yet, even when reading a color word was considerably slower than naming the color of ink in which the word was printed, Stroop interference persisted virtually unaltered. This result is incompatible with the simple horse race model widely used to explain color-word interference. When reading became extremely slow, a reversed Stroop effect--interference in reading the word due to an incongruent ink color--appeared for one transformation together with the standard Stroop interference. Whether or not the concept of automaticity is invoked, relative speed of processing the word versus the color does not provide an adequate overall explanation of the Stroop phenomenon.