Mental association of time and valence.

Five experiments investigated the association between time and valence. In the first experiment, participants classified temporal expressions (e.g., past, future) and positively or negatively connotated words (e.g., glorious, nasty) based on temporal reference or valence. They responded slower and made more errors in the mismatched condition (positive/past mapped to one hand, negative/future to the other) compared with the matched condition (positive/future to one hand, negative/past to the other hand). Experiment 2 confirmed the generalization of the match effect to nonspatial responses, while Experiment 3 found no reversal of this effect for left-handers. Overall, the results of the three experiments indicate a robust match effect, associating the past with negative valence and the future with positive valence. Experiment 4 involved rating the valence of time-related words, showing higher ratings for future-related words. Additionally, Experiment 5 employed latent semantic analysis and revealed that linguistic experiences are unlikely to be the source of this time-valence association. An interactive activation model offers a quantitative explanation of the match effect, potentially arising from a favorable perception of the future over the past.