Hemispheric asymmetries in recognition memory for negative and neutral words

Federmeier and Benjamin (2005) have suggested that semantic encoding for verbal information in the right hemisphere can be more effective when memory demands are higher. However, other studies (Kanske & Kotz, 2007) also suggest that visual word recognition differ in function of emotional valence. In this context, the present study was designed to evaluate the effects of retention level upon recognition memory processes for negative and neutral words. Sample consisted of 15 right-handed undergraduate portuguese students with normal or corrected to normal vision. Portuguese concrete negative and neutral words were selected in accordance to known linguistic capabilities of the right hemisphere. The participants were submitted to a visual half-field word presentation using a continuous recognition memory paradigm. Eye movements were continuously monitored with a Tobii T60 eye-tracker that showed no significant differences in fixations to negative and neutral words. Reaction times in word recognition suggest an overall advantage of negative words in comparison to the neutral words. Further analysis showed faster responses for negative words than for neutral words when were recognised at longer retention intervals for left-hemisphere encoding. Electrophysiological data through event related potentials revealed larger P2 amplitude over centro-posterior electrode sites for words studied in the left hemifield suggesting a priming effect for right-hemisphere encoding. Overall data suggest different hemispheric memory strategies for the semantic encoding of negative and neutral words.

Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising

The increasing use of the World Wide Web has promised a huge advertising platform for marketers. Investment in online advertising is growing and is expected to overcome traditional media. However, recent studies have reported that users avoid looking at advertising displayed on the World Wide Web. This study aimed at examining the impact of verbal emotional cues (negative/neutral/positive) to capture attention on website’s advertising areas through an eye tracker system. The results revealed significant statistical differences between fixations to negative, positive words and neutral words. Significant differences between the number of fixations and recognition of the target words were found only for the negative valence words. We conclude that negative emotional words could play a major role on user attention to advertising.