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In the current experiment we tested the hypothesis that unlike negative arousal, which leads to memory narrowing effects whereby an increase in memory for the central details is accompanied by a decrease in memory for the peripheral details, positive arousing events might lead to a memory broadening effect such that positive arousal would increase memory for both central and peripheral details. This was assessed by testing recognition for central and peripheral details of pictures that were selected to vary in a continuous manner across a wide range of arousal for both positive and negative items. The results indicated that increases in both positive and negative stimulus arousal levels led to gradual increases in memory for the central aspects of the photos. In contrast, negative arousal first increased then decreased memory for peripheral detail as arousal levels increased, whereas positive arousal led to a continuous increase in memory for peripheral details. Thus, arousing negative materials lead to memory narrowing, whereas arousing positive materials can lead to memory broadening.

This paper examines the interactive effects of the perceived strength of the verbal claims and the intensity and direction of the emotional appeal of public service announcements (PSAs) on audience perceptions of message effectiveness. The results show that PSAs containing strong verbal claims are rated as more effective than those with weak claims. Arousing messages with weak claims are perceived as least effective. Increasing claim strength increased memory for negative but not for positive messages. It is suggested that the combination of intense emotional appeal and weak claims may be partially responsible for the boomerang effects in antidrug campaigns.Each year a significant number of preteens and teens begin experimenting with alcohol and drugs. In a recent study 41% of 8th graders, 73% of 10th graders, and 86%