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Subjects reacted to coloured season and month names by naming the season associated with the print colour of the word, or by naming the season opposite to the one associated with the print colour. Reactions were facilitated in both tasks when the word on the display named the season associated with the colour or was a month belonging to that season. Opposite season naming was not facilitated when the word named the response which the subject made. A comparable effect of print colour was found when subjects reacted to season names by naming the colour associated with the name, or with its opposite. These results suggest that Stroop congruity and interference effects occur during conceptual encoding, and not during response production.
Philip H. K. Seymour (1977) studied this question.