We distinguish two evaluative systems which evoke automatic and reflective emotions. Automatic emotions are direct reactions to stimuli whereas reflective emotions are always based on verbalized (and often abstract) criteria of evaluation. We conducted an electroencephalography (EEG) study in which 25 women were required to read and respond to emotional words which engaged either the automatic or reflective system. Stimulus words were emotional (positive or negative) and neutral. We found an effect of valence on an early response with dipolar fronto-occipital topography; positive words evoked a higher amplitude response than negative words. We also found that topographically specific differences in the amplitude of the late positive complex were related to the system involved in processing. Emotional stimuli engaging the automatic system were associated with significantly higher amplitudes in the left-parietal region; the response to neutral words was similar regardless of the system engaged. A different pattern of effects was observed in the central region, neutral stimuli engaging the reflective system evoked a higher amplitudes response whereas there was no system effect for emotional stimuli. These differences could not be reduced to effects of differences between the arousing properties and concreteness of the words used as stimuli.