Positive words or negative words: Whose valence strength are we more sensitive to?

The present study investigates the human brains' sensitivity to the valence strength of emotionally positive and negative chinese words. Event-Related Potentials were recorded, in two different experimental sessions, for Highly Positive (HP), Mildly Positive (MP) and neutral (NP) words and for Highly Negative (HN), Mildly Negative (MN) and neutral (NN) words, while subjects were required to count the number of words, irrespective of word meanings. The results showed a significant emotion effect in brain potentials for both HP and MP words, and the emotion effect occurred faster for HP words than MP words: HP words elicited more negative deflections than NP words in N2 (250-350 ms) and P3 (350-500 ms) amplitudes, while MP words elicited a significant emotion effect in P3, but not in N2, amplitudes. By contrast, FIN words elicited larger amplitudes than NN words in N2 but not in P3 amplitudes, whereas MN words produced no significant emotion effect across N2 and P3 components. Moreover, the size of emotion-neutral differences in P3 amplitudes was significantly larger for MP compared to MN words. Thus, the human brain is reactive to both highly and mildly positive words, and this reactivity increased with the positive valence strength of the words. Conversely, the brain is less reactive to the valence of negative relative to positive words. These results suggest that human brains are equipped with increased sensitivity to the valence strength of positive compared to negative words, a type of emotional stimuli that are well known for reduced arousal. (C) 2013 Elsevier B.V. All rights reserved.