Attentional tuning of valent word forms

Using event-related brain potentials (ERPs), we tested the hypothesis of valent word forms (Kissler et al., 2006, Prog Brain Res) stating that the mere visual shapes of emotional words acquire valence through numerous co-occurrences with affective activation over an experienced reader's life. Thereby, associations between neuronal representations of visual word forms and affect are strengthened. If so, selective attention to a specific level of the valence of single visual words should not only pre-activate neuronal representations of that level of valence, but this activation should also spread to the associated word forms. This should improve their processing and/or affective discrimination. In a valence-detection task, N = 53 participants made speeded responses only to words of the current target level of valence (negative, neutral, or positive), which varied across separate blocks. We focused on posterior visual P1 and N170 components, two well-established ERP markers of low-level and structural word form processing, respectively. P1 increased from negative over neutral to positive words; this effect was stronger in target compared to nontarget words. N170 was larger for emotional compared to neutral target words, whereas nontarget words showed a strong reverse pattern. The P1 effect for target words and the N170 effect for nontarget words both were driven by good task performers in terms of fast hit responses. Results support the idea of valent word forms that can be tuned by selective attention to valence, which implies both, facilitated affective discrimination and processing of target words, and inhibition of the processing of nontarget words.