Abstract: Investigated the inner coordinates hypothesized by the Neurolinguistic Programming (NLP) theory for the retrieval of images. 16 right-handed undergraduates were presented medium-high or medium-low imagery words while fixating on either of 2 points, corresponding to NLP's Visual- Construct or Auditory-Remembered coordinates. In the 1st stage of the study, Ss rated the intensity of evoked visual images; in the 2nd, latency of image formation was measured. The experiment was replicated with 33 Ss, introducing some modifications to eliminate bias. Results show identical effects of word imagery. Because eye fixation was unrelated to formation of imagery, the validity of a crucial assumption of NLP theory was brought into question, along with its relation to rapport - building.