The cumulative effect of positive or negative feedback on subsequent emotional experiences remains unclear. Elucidating this effect could help individuals to better understand and accept the change in emotional experience, irrespective of when they or others receive consecutive positive or negative feedback. This study aimed to examine this effect on 37 participants using self-reported pleasantness and event-related potential data as indicators. After completing each trial, the participants received predetermined false feedback; they were then assessed on a nine-point pleasantness scale. There were 12 false feedback conditions categorized into three valence types.The positive type consisted of three consecutive positive feedbacks and a fourth medium feedback; the medium type contained four consecutive medium feedbacks; the negative type consisted of three consecutive negative feedbacks and a fourth medium feedback. We abbreviated medium false feedback after three positive, medium, and negative false feedbacks as 3 pm, 3 mm, and 3 nm, respectively. The results showed that the score of self-reported pleasantness of 3mm was significantly lower than that of 3 pm and higher than that of 3 nm. The feedback-related negativity amplitude of 3 pm was significantly greater than that of 3 mm and 3 nm, and the late-positive potential amplitude of 3 nm was significantly greater than that of 3 pm and 3 mm. We found that individuals experienced medium feedback more positively and negatively after continuous positive and negative feedback, respectively. Our findings suggest that individuals should seek continuous positive feedback and avoid continuous negative feedback; this strategy may contribute to increased positive emotional experiences in the future.