Three experiments examined the influence of imaginal encoding on false memory rates induced by the Deese-Roediger-McDermott (DRM) paradigm. Several features of imaginal encoding were investigated including the processes giving rise to the images (automatic or deliberate), the source of imagery scripts (participant or another person), and imagery content (e.g. individual or integrated images). Deliberately generating images led to a reduction in false memory rates relative to an imagery control condition. However, the effects on false memory rates very much depended on features characterizing the imaginal encoding. Most notably, when participants (rather than someone else) specified the scripts for guiding their imagery experiences, false memory rates were considerably less. Extending the generality of the distinctiveness heuristic as an explanation for the reduction in false memory rates following pictorial encoding, the results also speak to debates about the wisdom of using guided imagery techniques in applied settings.