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The present study investigated the contextual valence effect across anticipatory and consummatory phases by requiring participants to play a simple gambling task during a gain context and a loss context. During the anticipatory phase, the cue\u2010P3 was more positive in the gain context compared to the loss context, whereas the stimulus\u2010preceding negativity (SPN) was comparable across the two contexts. With respect to the consummatory phase, the feedback\u2010related negativity (FRN) in response to the zero\u2010value outcome was more negative in the gain versus loss context, whereas the feedback P3 (fb\u2010P3) in response to the zero\u2010value outcome was insensitive to contextual valence. These findings suggest that contextual valence effect occurs at a relative early stage of both the reward anticipation and consumption. Moreover, across the gain and loss contexts, the SPN was selectively correlated with the FRN, whereas the cue\u2010P3 was selectively associated with the fb\u2010P3, pointing to a close association between the anticipatory and consummatory phases in reward dynamics.<\/jats:p>","DOI":"10.1111\/psyp.12855","type":"journal-article","created":{"date-parts":[[2017,3,24]],"date-time":"2017-03-24T10:28:31Z","timestamp":1490351311000},"page":"1040-1053","source":"Crossref","is-referenced-by-count":77,"title":["Reward processing in gain versus loss context: An ERP study"],"prefix":"10.1111","volume":"54","author":[{"given":"Ya","family":"Zheng","sequence":"first","affiliation":[{"name":"Department of Psychology Dalian Medical University Dalian China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Qi","family":"Li","sequence":"additional","affiliation":[{"name":"CAS Key Laboratory of Behavioral Science Institute of Psychology Beijing China"},{"name":"Department of Psychology 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