Processing of pleasant information can be as fast and strong as unpleasant information: implications for the negativity bias

Several theoretical accounts state that negative or unpleasant information is processed ‘faster’ and activates more attentional resources than neutral and positive information. This notion is confirmed by several experimental studies. However, these studies did not employ equal values of emotional salience and arousal for positive and negative stimuli. In the present study we examine whether positive stimuli (erotic bodies) are processed as fast and strongly as negative information (mutilated bodies) when equally arousing, biologically relevant stimuli are used. Electrophysiological correlates of the processing of biologically relevant high-arousing emotional stimuli are studied using Event-Related Brain Potentials (ERPs). Results showed that both pleasant and unpleasant stimuli are processed fast and preferentially in the brain, within 100-200 ms after stimulus onset. These studies indicate that, on the electrophysiological level, pleasant stimuli are processed as ‘fast and strongly’ as unpleasant stimuli if arousal values of the stimuli are high. Implications of these findings for theories of emotion and psychopathology are discussed. (Netherlands Journal of Psychology, 64, 169-177.).