Be careful about the words you say to yourself: Pupillary Responses to Words That Convey Brightness or Darkness. http://journals.sagepub.com/eprint/DYuS9wadMe5hWsCVIQpg/full …pic.twitter.com/S4lQ0V0ypf
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Do your eyes go browner when you read BS? 

I don't know, seems you are more indicated to answer it,.. I only read scientific publications looking answers about how my brain runs,...
It's a facetious rhetorical question. Feel free to replicate this finding if you're interested in it. I can't take this at face value. 
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