In this paper, we analyze how different information-processing architectures deal with conflicting information. A robust finding in psychological research is that response times are slower when processing conflicting sources of information (e.g., naming the color of the word RED when printed in green in the well-known Stroop task) than when processing congruent sources of information (e.g., naming the color of the word GREEN when printed in green). We suggest that the effect of conflicting information depends on the processing architectures and derive a new measure of information processing called the conflict contrast function, which is indicative of how different architectures perform with conflicts at different levels of salience. By varying the salience of the conflicting information source, we show that serial, parallel, and coactive information processing architectures predict qualitatively distinct conflict contrast functions. We provide new analyses of three previously collected data sets: a detection task with Stroop color-word stimuli and two categorization experiments. Our novel measure provides convergent evidence about the underlying processing architecture in the categorization tasks and surprising results in the Stroop detection task.Keywords Response time . Information processing . Serial vs parallel . Coactivation . Conflict When people make decisions, they are sometimes confronted with sources that provide conflicting information. A driver must slow down upon detection of a pedestrian crossing the road, yet the traffic light could be green at the same time, signaling to go. Conflicting information can take toll on performance, in terms of error rate, response latencies, or both. Perhaps the most prominent laboratory example of a decision based on conflicting information is the Stroop task (e.g., Stroop 1935;Eidels et al. 2010): Naming the font color of a word when the color and word are incompatible (e.g., the word RED printed in green) is more difficult and takes more time than if the word and its color match (GREEN printed in green). Here, the word Bsource^and the color source can provide conflicting information as to the correct response. In general and across many psychological tasks, decision making is slower and more error prone when both sources are in conflict than when both sources provide congruent information. In this paper, we examine how the human information processing system resolves situations in which conflicting sources of information point to different decisions.The term conflict is colloquially used to describe a clash or disagreement between opposing forces. For scientific rigor, we need a more precise and specific definition for Bconflictb etween two stimulus dimensions. We draw on Livnat and Pippenger's (2006) game theoretic definition of conflict. The basic idea is that two Bagents^are in conflict if the utility resultant from one agent's Bbehavior^could have been higher if the other agent Bacted^differently. In adapting this definition to cognitive process model...