The "arousal" hypothesis was studied by investigating whether a familiar presentation style (a word spoken relatively "normally") would result in more verbal transformations (VTs) than would an unfamiliar presentation style (a word spoken slowly). A VT is any perceptual change that subjects hear when the same word is repeated several times. Forty-three students in an introductory psychology class listened to six neutral words (bedroom, telephone, door, people, subjects, television) repeated for 6 min with approximately 3 sec between each word. Subjects produced significantly more VTs when the word was spoken normally (familiar) as opposed to slowly (unfamiliar). In addition, the sequence of the presentation styles had no effect. The results are explained in terms of arousal, habituation, word clarity, and attention.To repeat a set of nonsense syllables continuously , Skinner (1936; see Warren, 1968) used an apparatus he called "the verbal summator." He discovered that despite the fact that verbal reports did not match the actual stimulus, subjects were very confident with regard to the accuracy of the sentences and the words they reported hearing. .If he had continued the recording, however, Skinner would probably have discovered a phenomenon known as verbal transformation (VT) . When the same word is repeated several times, subjects often report that they perceive changes in the word; these changes are called verbal transformations .Researchers have evaluated individuals' descriptions of word distortions after the successive repetition of the same word . The transformations have ranged from perceptions of words that rhyme with the actual stimulus to more extreme phonetic distortions such as synonyms or antonyms (Calef, Calef, Kesecker, & Burwell, 1974).Also, more " arousing" stimuli produced fewer verbal transformations than did "nonarousing" stimuli. For example, neutral words resulted in more VTs than did taboo words (Calef et al., 1974), familiar words resulted in more VTs than did less familiar words (Evans & Kitson, 1967), and increasing word complexity resulted in fewer VTs (Warren, 1968) .Moreover, subjects with higher intelligence quotients (IQs) seemed to show a greater verbal transformation effect (VTE) than did subjects with lower IQs , possibly because neutral words were less arousing for subjects with higher IQs (Calef, Calef, Piper, Wilson, & Geller, 1977).Requests for reprints may be directed to R. S. Calef, Box 12, West Virginia Wesleyan College, Buckhannon, WV 26201.Given that previous data has shown that familiar words (less arousal) lead to more VTs than do unfamiliar words (more arousal; Evans & Kitson, 1967), the present study tested the arousal hypothesis further by investigating whether a familiar presentation style (less arousal) would lead to more verbal transformations than would an unfamiliar presentation style (more arousal). Familiar versus unfamiliar presentation style was varied by either speaking the word normally (0.5 sec for familiar) or slowly (1.5 sec for unfamiliar) . We hy...