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According to the data collected by Studio XO, and presented in anticipation of the NDS's New York debut last night at BAM, "98% of Users were stimulated by the work they saw on the NDS reel; 83% of Users experienced relatively high levels of arousal; 65% of Users turned highly aroused at some point". .
To examine differences between felt and perceived emotions, participants were also asked to rate the valence (1 = sad, 10 = happy) and arousal (1 = not at all aroused, 2 = highly aroused) they felt in response to the musical excerpt, as well as the valence and arousal they believed the composer was intending to convey.
Also, subjects were highly aroused, as indicated by the increased level of emotional intensity; this arousal inhibited subjects' ad recognition performance.
The same highly aroused features were seen in a nearly identical pattern.
For example, breathing rapidly when we are scared or highly aroused may optimise information processing in the brain so that we can think and act appropriately and quickly.
Within 30 seconds of clinical death, each of the rats displayed low-amplitude but very high-frequency waves indicative of a highly aroused brain.
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A set of 500 words was rated by a group of 30 independent raters (15 female) on two 5-point scales, one ranging from −2 (very negative) to +2 (very positive) for word valence and one ranging from 0 (non-arousing) to 4 (highly arousing) for arousal.
As expected, there was a significant interaction between the arousal dimension of the music and time (F 1,23) = 55.965, p<.001, η2 = .71) such that subjective arousal ratings increased following music rated as highly arousing and decreased with music rated as less arousing (see Figure 2B).
However, when hedonic valence and emotional arousal were co-varied, skin conductance responses were largest for highly arousing stimuli, irrespective of hedonic valence [ 40], consistent with the notion that these reactions primarily reflect differences in emotional arousal, rather than hedonic valence per se.
We used the same self-assessment manikin system originally used to develop the IAPS54, which assigns each picture a valence rating from 1 to 9 (representing most negative to most positive) and an arousal rating from 1 to 9 (representing not-at-all arousing to highly arousing).
The researchers found that relaxing music is preferred during cold seasons, while highly arousing music is preferred during warmer seasons.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com