We excluded the pictures to which the participants made incorrect responses in the go/no-go task from the analysis of preference rating. The mean proportion of excluded pictures was 0.07 (SE = 0.01). The responses obtained from the preference task were transformed so that the left end and right ends of the VAS were scored as 0 and 100, respectively. Mean preference rating was calculated in each condition, for each participant (Figure 5). An analysis of variance (ANOVA) was carried out on the mean preference ratings with rating phase (first vs. second) and stimulus category (go stimuli vs. no-go stimuli) as within-participant variables. The ANOVA showed significant main effects of rating phase, F(1,29) = 10.71, p < 0.01, ηp2 = 0.27, and stimulus category, F(1,29) = 6.93, p < 0.05, ηp2 = 0.19, which was qualified by the interaction between the rating phase and stimulus category, F(1,29) = 14.81, p < 0.01, ηp2 = 0.34. Post hoc simple effects showed that a significant increase in preference for go stimuli was found between the first and second ratings, F(1,29) = 16.38, p < 0.01, ηp2 = 0.36 whereas there was no significant difference in the preference for no-go stimuli between the first and second ratings, F(1,29) = 1.87, p = 0.18, ηp2 = 0.06. Importantly, in the second rating the preference for the no-go stimuli was lower than that for the go stimuli, F(1,29) = 14.76, p < 0.01, ηp2 = 0.34, which is consistent with the results reported in previous studies (Kiss et al., 2008; Doallo et al., 2012). According to the interpretation of these studies, these results suggest that the emotional devaluation of the no-go stimuli occurred through response inhibition (Kiss et al., 2008; Doallo et al., 2012).