Subject NONCONSCIOUS EMOTION INFLUENCES ON DECISION MAKING: DISENTANGLING THE EFFECTS OF AROUSAL AND VALENCE. Message body The results reported examine the non-conscious influence of emotional qualities (valence and arousal) on decision making in a choice preference for a neutral mask stimuli associated. It was supposed a bivariate definition of preferences responses registering the liking and the rejection subjective evaluations, respectively, for each mask presented in a subliminal masked priming paradigm (backward and forward masking). EEG -ERPs were recorded for each stimuli category. Selected pictures from IAPS were used as primes, presented during 17 ms, preceded and followed by neutral mask stimuli (167 ms). The masks consisted in four neutral abstract pictures. Each mask was specifically associated with a subliminal emotion category. First, valence effects were examined using four categories of subliminal stimuli: positive, negative, neutral and faint (a grey slide was subliminally presented). In a second experiment t he effects of arousal were tested using two valences (positive and negative) with two arousal levels (high and low). In the first experiment preferences ratings were for positive and faint conditions. Rejection (or disliking) ratings were heist for negative and also for faint conditions. These results suggested an effect of valence. Faint ratings were interpreted as an arousal experimental effect due to rarity/low frequency. In the second experiment preferences ratings were higher for positive low arousal and rejection rates were more frequent for positive high arousal. Concerning electrophysiological signals, ERPs late positive potentials amplitude was higher for liked stimuli category in Fz EEG channel (IS 10/20; Averaging and regression to the 200 ms baseline separately for each subliminal category). Attachment Presentation file (PDF)