Valence, arousal and word associations.

This study aimed at testing the relative effects of valence and arousal on the generation of unusual first associates in response to non-emotional inducers. To examine this question, four specific moods varying along both the valence and the arousal dimensions were induced: happiness (positive mood, high arousal), serenity (positive mood, low arousal), anger (negative mood, high arousal) and sadness (negative mood, low arousal). The results indicate that the uniqueness of word-associations is influenced by arousal levels rather than by the valence of mood. No matter what the valence, high-arousing moods enhanced the production of unusual associates in contrast to low-arousing moods.