The eye-blink startle reflex can be modulated by attentional and emotional processes. The reflex is facilitated during stimuli that engage attention. A linear pattern of emotional modulation has also been consistently demonstrated: the reflex is facilitated during unpleasant stimuli and attenuated during pleasant stimuli. However, during anticipation of pleasant or unpleasant stimuli it is unclear whether emotion or attention drives startle reflex modulation. This study used a differential learning procedure to investigate whether startle modulation during anticipation of a salient stimulus reflected emotional or attentional processes. In acquisition, a CS+ was paired with a pleasant or unpleasant US and a CS- was presented alone. In extinction, blink startle magnitude was measured during CS+ and CS-. Post-acquisition valence ratings and affective priming showed that CS+ had acquired the same affective value as the pleasant or unpleasant US with which it was paired. No differences in modulation of blink startle reflexes during pleasant CS+ and unpleasant CS+ were found throughout extinction. Blink startle facilitation occurred during CS+ but not CS- across the first third of extinction. Thus, attentional rather than emotional processes appeared to facilitate blink startle during anticipation of salient stimuli.