Reports data from 3 experiments in support of the encoding specificity hypothesis of retrieval: the effectiveness of retrieval cues depends upon the specific format of encoding of the to-be-remembered (TBR) words at the time of their storage, regardless of how strongly the cues are associated with the TBR words in other situations. In the critical experimental conditions, TBR words were studied in presence of weakly associated cue words. 180 female undergraduates served as Ss. Recall of the TBR words in the presence of these cues was greatly facilitated in comparison with noncued recall; recall of the TBR words in presence of their strongest normative associates, which had not been seen at input, did not differ from noncued recall. (PsycINFO Database Record (c) 2012 APA, all rights reserved)