Although the response type in the go/no-go task influenced the subsequent preference rating, this effect reflected an increase for the go-stimuli but not a decrease for the no-go stimuli. This outcome appears to be contradictory to the view that emotional evaluation decreases due to response inhibition (Kiss et al., 2008; Doallo et al., 2012). One possible account for a lack of decrease in preference between the first and second ratings is insufficient task difficulty. A previous study found that the magnitude of emotional devaluation is correlated with the amount of inhibition necessary to withdraw responses (Frischen et al., 2012). From this fact, it is possible that emotional devaluation due to response inhibition did not emerge in Experiment 1 because, in this situation, the demand for response inhibition was relatively low because of the insufficient task difficulty. We therefore excluded this possibility in Experiment 2.