In a series of experiments, participants learned to associate black-and-white shapes with nonsense spoken labels (e.g., "joop"). When tested on their recognition memory, participants falsely recognized as correct a shape paired with a label that began with the same sounds as the shape's original label (onset-overlapping lure; e.g., "joob") more often than a shape paired with a label that overlapped with the original label at offset (offset-overlapping lure; e.g., "choop"). Furthermore, the false-alarm rate was modulated by the phonetic distance between the sounds that distinguished the original label and the lures. Greater false-alarm rates to onset-overlapping labels were not predicted by explicit similarity ratings or by consonant identification and were not dependent upon label familiarity. The asymmetry at erroneously recognizing onset- versus offset-overlapping lures remained unchanged as the presentation of the shape at test was delayed in time, suggesting that response anticipation based on the first sounds of the spoken label did not contribute much to the false recognition of onset-overlapping lures. Thus, learning 2 words whose names differ in their last sounds appears to pose greater difficulty than learning 2 words whose names differ in their first sounds because, we argue, people are biased to give more importance to the early sounds of a name than to its last sounds when learning a novel label-referent association. (Contains 3 footnotes, 1 table and 5 figures.)