High arousal words influence subsequent processing of neutral information: evidence from event-related potentials.

Recent data suggest that word valence modulates subsequent cognitive processing. However, the contribution of word arousal is less understood. In this study, behavioral and electrophysiological measures to neutral nouns and pseudowords that were preceded by either a high-arousal or a low-arousal word were recorded during a lexical decision task. Effects were found at an electrophysiological level. Target words and pseudowords elicited enhanced N100 amplitudes when they were preceded by high- compared to low-arousing words. This effect may reflect perceptual potentiation during the allocation of attentional resources when the new stimulus is processed. Enhanced amplitudes in a late positivity when target words and pseudowords followed high-arousal primes were also observed, which could be related to sustained attention during supplementary analyses at a post-lexical level.