The authors report a lexical decision experiment designed to determine whether activation is the locus of the word-frequency effect. K. R. Paap and L. S. Johansen (1994) reported that word frequency did not affect lexical decisions when exposure durations were brief; they accounted for this by proposing that data-limited conditions prevented late-occurring verification processes. Subsequently, P. A. Allen, A. F. Smith, M. Lien, T. A. Weber, and D. J. Madden (1997) and K. R. Paap, L. S. Johansen, E. Chun, and P. Vonnahme (2000) reported additional evidence that word-frequency effects do and do not have an activation locus, respectively. The authors further tested this issue in a lexical decision experiment using data-limited procedures--predicted by verification models to eliminate word-frequency effects. The authors observed word-frequency effects using individually determined exposure durations that were only 1 screen cycle longer than the exposure duration that yielded chance performance. Word-frequency effects persisted even when an adjusted measure of performance was used.