Emotional Imagery: Conceptual Structure and Pattern of Somato‐Visceral Response

ABSTRACT This research examined deductions from a new theory of emotional imagery (Lang, 1979). Two experiments were performed, testing the hypothesis that the conceptual content processed during imagery determines the amplitude and pattern of coincident efferent activity. The image was manipulated by varying the content of the prompting instructions (either stimulus detail or active responding was emphasized in the image script) and by prior imagery training (in which subjects' post‐image verbal reports were shaped to emphasize either stimulus or response material). Three thematic contents were examined: neutral, action, and fear scenes. In Experiment I, a group which received response‐oriented imagery training and response scripts was compared to a stimulus‐oriented group. The results strongly supported the hypothesis: response subjects showed greater physiological activity during imagery, and their efferent pattern generally followed the script content. In Experiment II, one group again received response training and the other, stimulus training. However, half of each group was later tested on response‐structured scripts and the other half on stimulus scripts. Results again supported the hypothesis. As in Experiment I, response‐trained subjects tested on response scripts showed substantial physiological activity. None of the other groups, which received stimulus training and/or stimulus scripts, showed significant physiological responses during imagery. Response‐trained subjects generally rated their imagery as more vivid. Subjects administered response‐oriented scripts reported more emotional arousal than did subjects administered stimulus scripts.