In contrast with R. B. Zajonc's (1965) classic view about social facilitation-inhibition (SFI) effects, it was found that the presence of relatively unpredictable audiences and forced social comparison with a slightly superior coactor both facilitated performance in the Stroop task while inhibiting automatic verbal processing. Not only do these findings reveal that social presence can help inhibit the emission of dominant responses, providing further support for an attentional view of SFI effects, but they also demonstrate the power of social situations over what has been thought to be invariant automatic processing. As such, they are inconsistent with the view reiterated in more than 500 articles on Stroop interference over the past 60 years and suggest that more attention should be paid to the situations in which cognition takes place.