AbstractSchachter's (1964) cognitive labeling model of emotions was used to make predictions about the impact of presentation order of explicit sexual stimuli and order of reporting reactions to these stimuli on sexual and affective responses. Subjects (27 males, 23 females) viewed a series of sexually explicit slides in story‐line sequence, in reversed story‐line sequence, or in a random sequence. In counterbalanced order subjects rated how sexually arousing and disgusting the slides were to themselves. Males, but not females, reported being more disgusted when they rated disgust first than when they rated sexual arousal first. Additionally, males and females who saw the random presentation sequence reported more sexual arousal than those who saw the reversed story‐line sequence. Females also were more aroused by the random sequence them by the story‐line sequence, while males in these conditions did not differ in arousal. These results indicated that Schachter's model of emotions may be useful in explaining how people respond to sexual stimuli.