Ideal Affect: Cultural Causes and Behavioral Consequences

  title={Ideal Affect: Cultural Causes and Behavioral Consequences},
  author={Jeanne L. Tsai},
  journal={Perspectives on Psychological Science},
  pages={242 - 259}
  • J. Tsai
  • Published 1 September 2007
  • Psychology
  • Perspectives on Psychological Science
Most research focuses on actual affect, or the affective states that people actually feel. In this article, I demonstrate the importance and utility of studying ideal affect, or the affective states that people ideally want to feel. First, I define ideal affect and describe the cultural causes and behavioral consequences of ideal affect. To illustrate these points, I compare American and East Asian cultures, which differ in their valuation of high-arousal positive affective states (e.g… 

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