This article presents a new account of the color-word Stroop phenomenon (J. R. Stroop, 1935) based on an implemented model of word production, WEAVERϩϩ (W. J. M. Levelt, A. Roelofs, & A. S. Meyer, 1999b;A. Roelofs, 1992A. Roelofs, , 1997c. Stroop effects are claimed to arise from processing interactions within the language-production architecture and explicit goal-referenced control. WEAVERϩϩ successfully simulates 16 classic data sets, mostly taken from the review by C. M. MacLeod