College Ss repeated a word and then rated the word along scales of the semantic differential. Changes in ratings between normal and satiation conditions reveal a movement of ratings toward the meaningless points of scales. This phenomenon is a cognitive form of reactive inhibition and is related to Osgood's theory of representational mediation processes. A 2nd experiment shows that these mediation processes are central rather than peripheral-muscular activities by having one group think the words and another group actually satiate by saying the words. (PsycINFO Database Record (c) 2006 APA, all rights reserved)