The Impact of Emotional Words on Listeners’ Emotional and Cognitive Responses in the Context of Advertisements

Abstract

The study examined how individual words occurring in mediated messages affect listeners’ emotional and cognitive responses. Scripts from actual radio advertisements were altered by replacing original words with target words that varied in valence—either positive, negative, or neutral. The scripts were then reproduced by nonprofessional speakers. Real-time processing of the target words was examined through the use of psychophysiological measures of dynamic emotional and cognitive responses collected from subjects ( n = 55) and time-locked to the stimuli. Recognition memory provided a measure of encoding efficiency. As predicted, listeners had greater frown muscle responses following the onset of negatively valenced words compared with positively valenced words. Results also showed that positively valenced words elicited orienting responses in listeners but negatively valenced words did not. Recognition data show that positively valenced words were encoded better than neutrally valenced words, followed by negatively valenced words, which was consistent with the finding for the impact of emotional words on orienting responses.

Reading About Us and Them: Moral but no Minimal Group Effects on Language-Induced Emotion

“…Also as in our earlier studies, we defined predictions for corrugator EMG only. Although the corrugator and the zygomaticus are often used together to assess emotional valence, only the former muscle tracks valence in a relatively monotonic way (zygomaticus activity can increase with both positive and very negative stimuli, relative to neutral stimuli; Kunkel, 2018, Chapter 3;Larsen et al, 2003;Lee and Potter, 2018; see van Berkum et al, in press, for review). To allow for comparison to other work, we document average zygomaticus results in the Supplementary Section S5, with the raw data available in our online repository (https://doi.org/10.24416/ UU01-YM9VPP).…”

Sentiment-Target Word Pair Extraction Model Using Statistical Analysis of Sentence Structures

“…The issues stem from relying on simple probability information while the syntactic structures of sentences are not identified as of yet, or from trying to express everything with rules that solve the syntactic structures of sentences manually. In this paper, in order to solve problems such as these, a method is used that finds target words by identifying the sentence structure [17].…”

Exploring determinants of formation of cognitive anchors from altruistic messages: A fuzzy DEMATEL approach

“…Individuals develop a personal connection with information that appeals to their emotions because the information is congruent with their state and is relatable to them, enhancing the memorability of the information [ 15 ]. On the other hand, cognitive processing of information entails active thinking and reasoning over information, which leads to better retainment of the information [ 11 ]. One theory that explains the processing of emotional and cognitive cues is the dual process theory.…”

“…First, applying the dual process theory demonstrates how peripheral and central factors can lead to anchoring altruistic messages. Although prior research has examined the determinants of anchoring in communication, little has been done to examine how anchoring can be achieved via the dual paths of cognition and emotion, which are known to affect communication effectiveness [ 11 , 15 ]. Secondly, by applying the F-DEMATEL method, this study applies a relatively underutilized approach.…”