The production effect refers to the fact that, relative to reading a word silently, reading a word aloud during study improves explicit memory. The authors tested the distinctiveness account of this effect using the item method directed forgetting procedure. If saying words aloud makes them more distinctive, then they should be more difficult to forget on cue than should words read silently. Participants studied a list of words by reading half aloud and half silently; half of the words in each of these subsets were followed by a Remember instruction and half were followed by a Forget instruction. There was a robust production effect for both Remember and Forget words on an explicit recognition test. Critically, however, a directed forgetting effect was observed only for words read silently; words read aloud at study were unaffected by memory instruction. An implicit speeded reading test showed equal priming for all studied items. This pattern supports a distinctiveness account of the production effect: Words processed distinctively during production are not influenced by subsequent rehearsal differences.