How emotional are words ambiguous on the spaces of valence, origin and activation?

Not all of the stimuli that we encounter are unequivocal; some of them may be ambiguous. In a series of two experiments, we investigated how people perceive and assess the emotionality of the words ambiguous on three emotional spaces: valence (dimensions of positivity and negativity), origin (automaticity and reflectiveness), and activation (arousal and subjective significance). Using two types of measurement – behavioural and webcam-based eye tracking – we compared words of moderate and high ambiguity on each of those spaces with control (uniequivocal) words. The behavioural measurements indicated that reaction times were significantly longer for the control words than for all the ambiguous words; the emotionality of words of ambiguous valence and origin was rated as significantly lower than the control words and words of ambiguous activation. The eye-tracking measurements indicated that words of ambiguous valence and origin caused significantly more and longer eye fixations than control words and words of ambiguous activation. The results showed the visible distinctiveness of the ambiguous words compared with the control words; they also showed differences between words of various ambiguities, verifying the proposed new model for the emotional ambiguity and presenting the behavioral and eye tracking correlates for each of the three ambiguities.