In the long history of psycholinguistic research on verifying negative sentences, an often-reported finding is that participants take longer to correctly judge negative sentences true than false, while being faster to judge their positive counterparts true (e.g. Clark & Chase, Cogn Psychol 3(3):472-517, 1972; Carpenter & Just, Psychol Rev 82(1):45-73, 1975). While many linguists and psycholinguists have strongly advocated the idea that the costs and complexity of negation can be explained by appeal to context, context-based approaches have not been able to provide a satisfying account of this polarity*truth-value interaction. By contrast, the alternative theory of negation processing, which says that negation is processed by separately representing the positive, does provide a plausible account. Our proposals provide a means for reconciliation between the two views since we argue that negation is a strong cue to a positive context. Here we present our account of why and when negation is often apparently processed via the positive. We review many of the factors that are seen to be at play in sentence verification involving negation. We present evidence that participants' adoption of the positive-first procedure in sentence-picture verification tasks is conditioned by context.