Social approach and avoidance in language: N400-like ERP negativity indexes congruency and theta rhythms the conflict

Motivational congruency has been examined using tasks where participants perform approach or avoidance movements towards socially positive or negative faces. Language is tightly intertwined with interpersonal cognition. Thus, similar situations could be represented by means of language in interpersonal contexts: adjectives furnish valence to people (e.g. someone is cordial or arrogant), and attitudinal verbs define direction to relationship-actions: approach-avoidance (e.g. accept vs. reject). In an Electroencephalography (EEG) study, 40 participants were presented with sentences where a character was valenced (e.g. "Arthur is cordial/arrogant") before being the target of a relationship-actions ("Grisela welcomed/ignored Arthur at the party"). We analyzed both Event-related potential (ERP) amplitude and time-frequency power in response to the attitudinal verb. For ERP amplitudes, we found a significant cluster between 280 and 370 ms, covering part of the development of a N400-like ERP component. This cluster reflects an interaction driven by congruency between motivational direction and target valence. Likewise, time-frequency power analysis revealed an enhancement of theta rhythms under incongruent conditions, most likely indexing conflict processing. Results support that relationship-actions are represented as approach and avoidance and thus involve conflict processing and resolution of incongruent situations. Implications for the interweaving of affective language and social cognition within Embodiment Simulation Theory are discussed.