Some bodies of data show that negative valence words evoke a stronger response
than both neutral and positive valence words. Gotoh (2007) says that threat related words
are more likely to capture attention than neutral words and that individuals are more
likely to detect a target when it is located where previously a threatening word was
located compared to where a neutral word was located. Though this shows that there is a
difference between unpleasant words and neutral words, there is no discussion of pleasant
words.