Preferences for negative emotions

Magazine article, 2006

This research demonstrates that preference for emotions cannot be equated with a positive-negative valence dimension. An experiment is reported where participant were asked to make choices between pairs of affect-inducing options opposite in valence but equal in activation. The results showed that in absence of contextual cues or situational constraints, choices fol-lowed a pleasure-maximizing principle. However, when information was provided about a context cueing appropriateness of certain emotions over others, a preference reversal was ob-served so that negative emotions were preferred over positive emotions. These results are dis-cussed in relation to current hedonistic theories of choice and behaviour