Cognitively demanding stimuli can acquire positive valence.

Generally, people tend to avoid stimuli that require mental effort; effort can generate negative emotions. However, employing mental effort can also promote positive emotions, given a successful outcome. We investigated whether the level of cognitive effort associated with stimuli will elicit positive or negative emotions. In Experiment 1, participants performed a gender Stroop task during the association phase. The actors from the Stroop task expressed emotionlessness, while half of the actors were displayed in the mostly incongruent (MI) condition and the rest in the mostly congruent (MC) condition. In the transfer phase, we used the same actors for the emotion discrimination task, and the actors expressed a positive emotion half of the time and a negative emotion for the other half. For the MI actors, participants responded faster to positive emotion than to negative emotion, but this difference was not significant for the MC actors. In Experiment 2, the association phase involved a task switching paradigm in which half of the actors were presented in the mostly switching (MS) condition and the other in the mostly repetition (MR) condition. In the transfer phase, the same individuals' faces were used for emotion discrimination. For the MS actors, but not the MR actors, the responses were faster to positive emotion than to negative emotion. Our results imply that stimuli associated with more cognitive effort (i.e., MI and MS stimuli) may be perceived as more positive after a successful outcome of a task, although future research is required to replicate these findings.