“…A number of empirical studies, using the LC4MP's theoretical framework, demonstrated the aforementioned relationships, finding the positive effects of negative emotion on memory in moderate arousal levels but its adverse effects in high arousal levels in various media (e.g., television, radio, print and the Internet) and contexts (e.g., over-the-counter drug ads and health-related public service announcements; Bartsch & Oliver, 2011;Dardis, Schmierbach, & Limperos, 2012;Gibbons, Lukowski, & Walker, 2005;Lang, 2006;Lee & Lang, 2009;Norris, Bailey, Bolls, & Wise, 2012;Potter, 2009;Yegiyan & Lang, 2010). In a multimedia learning context, Chung F I G U R E 1 The relationship among motivational systems, emotion and cognition (e.g., Lang, 2006) 2.3 | Research questions…”