The present paper is concerned with the role played by image content in the mediation of autonomic nervous system (ANS) arousal. The minimum methodological requirements of such studies are described including controls for imaging, image content, and expectancy effects. Studies meeting these requirements are then reviewed. It is concluded that image content can be a significant modifier of ANS arousal and that this property is not restricted to images containing affective, e.g., phobic, content. These conclusions have relevance to research into techniques such as biofeedback, Transcendental Meditation, and progressive relaxation, where imagery may have a profound influence but where it has received little direct empirical attention.
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