We tend to assume that emotionally charged words are more likely to grab our attention. An insult shouted across a crowded room or a disturbing phrase overheard on television can seem impossible to ignore. But a new study published in Psychological Science suggests the opposite may happen before words reach conscious awareness.

Researchers at the Hebrew University of Jerusalem found that when people were focused on a visual task, they were less likely to consciously notice negative spoken words than neutral ones. The findings offer new insight into how the brain determines which information enters conscious awareness and which remains outside it.

“This study is a nice example of how our conscious intuitions regarding what we notice are not always what our unconscious is doing,” said lead author Gal R. Chen, a doctoral candidate in psychology at the Hebrew University of Jerusalem.