“…Physiological measures in previous studies using Stroop‐like conflict tasks have already provided evidence that incongruent relative to congruent trials are accompanied by increased pupil dilation (Braem, Coenen, Bombeke, van Bochove, & Notebaert, ; D’Ascenzo, Iani, Guidotti, Laeng, & Rubichi, ; Diede & Bugg, ; Murphy, Van Moort, & Nieuwenhuis, ; van Steenbergen & Band, ; Wessel, Danielmeier, & Ullsperger, ), skin conductance response (Kobayashi, Yoshino, Takahashi, & Nomura, ), and increased heart‐rate slowing (Spapé & Ravaja, ; Spruit, Wilderjans, & van Steenbergen, ). The abovementioned measures are likely to reflect conflict‐modulated processes of attention and arousal rather than a hedonic or valence component.…”