Perceived motivational arousal as a mediator of the magnitude of goal valence

Two experiments were conducted to test the proposition that goal valence is a direct function of perceived motivational tension. In the first, subjects read short passages that were either erotic (high excitatory potential/positive affect), violent (high excitatory potential/negative effect), or educational (low excitatory potential/positive affect) just prior to being confronted with an avoidance motivational circumstance. It was predicted that once subjects were in the avoidance situation, residual arousal from the high excitement passages would be interpreted motivationally and would result in an enhanced (negative) valence of the outcome being avoided. Passage affect was expected to have no impact upon subjects' perception of the potential negative outcome. Results confirmed both expectations. Because of a weak arousal manipulation check in the violent passage condition, and the possibility that the results could potentially be explained in terms of misattribution of fear, the second experiment was conducted. The results of that study replicated the primary findings in Experiment 1, showed stronger evidence of arousal elicited by the violent passage, and revealed no significant differences in fear. Theoretical implications are discussed.