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Physiological measures have traditionally been viewed in social psychology as useful only in assessing general arousal and therefore as incapable of distinguishing between positive and negative affective states. This view is challenged in the present report. Sixteen subjects in a pilot study were exposed briefly to slides and tones that were mildly to moderately evocative of positive and negative affect. Facial electromyographic (EMG) activity differentiated both the valence and intensity of the affective reaction. Moreover, independent judges were unable to determine from viewing videotapes of the subjects' facial displays whether a positive or negative stimulus had been presented or whether a mildly or moderately intense stimulus had been presented. In the full experiment, 28 subjects briefly viewed slides of scenes that were mildly to moderately evocative of positive and negative affect. Again, EMG activity over the …