A large body of evidence shows an animacy effect on memory in that animate entities are better remembered than inanimate ones. Yet, the reason for this mnemonic prioritization remains unclear. In the survival processing literature, the assumption that richness of encoding is responsible for adaptive memory benefits has received substantial empirical support. In the present study, we examined whether richness of encoding may be considered as a possible mechanism underlying the animacy effect as well. Specifically, we tested a prediction derived from the assumption that processing animate words results in a richer set of associations to other items in memory than processing inanimate words, which may provide participants with a larger set of retrieval cues at test. In Experiments 1 and 3 the animacy effect was replicated in an intentional learning paradigm with different sets of to-be-remembered animate and inanimate words. In Experiments 2 and 4, participants were asked to report any ideas coming to mind in response to these words at encoding. Participants were also asked to recall the words in a surprise recall test. The results showed a reliable animacy effect on free recall in all four experiments, that is, independently of whether encoding was intentional or incidental. Most importantly, the results of Experiments 2 and 4 show that participants spontaneously generated more ideas in response to animate words than in response to inanimate words. The findings suggest that richness of encoding should be further considered as a potential proximate mechanism of the animacy effect. (PsycINFO Database Record (c) 2020 APA, all rights reserved).