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Abstract
The experimental studies of emotion and motivation have developed more often with pictures, sounds and videos; however, few studies have addressed the emotional and motivational response to the words, which are stimuli that guide significantly our social interaction. Therefore, the objective of this research was to identify the words capacity to generate emotional states and differences between men and women. For this we conducted a study with 232 persons and used 15 words with affective content which were evaluated in the dimensions of valence,
arousal and dominance. The results show that pleasant words, especially those with sexual content generate an appetitive valence, high arousal and high dominance, and unpleasant words generate an aversive valence, low arousal and low dominance. Significant differences between men and women only found in valence of unpleasant words and in arousal of the pleasant words.
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