Definitions of automaticity imply insensitivity of the Stroop effect to conscious perceiving of the word. Subjects in the Stroop task reported the meaning of the stimulus word (in addition to its color) in 7% of the trials. The magnitude of the Stroop effect in these trials was correlated with subjects' ability to report the stimulus meaning. Furthermore, the effect was absent when subjects failed to report the stimulus meaning. These findings challenge the assumption that automatic processing is unconscious. A distinction between automatic and non-automatic processing in terms of modes of consciousness is discussed.