Using Brehm's (1999) intensity of emotion paradigm, we investigated whether basic positive or negative affect operates like a motivational state. We focused on one of the most basic affects, the sensory affect experienced when eating food. Participants tasted a delicious chocolate truffle (Study 1) or some bitter chocolate (Study 2) and were exposed to either a weak, moderately strong, or a very strong reason for feeling an opposing-valence affect or to no reason. In line with the predictions, the affect that (...) participants reported in response to chocolate functioned like a motivational state as its intensity was a cubic function of the importance of the reason for feeling an opposing affect. We discussed the implications of these findings for the conceptualisation of affect and consider several applications for food advertising and consumer rating research. (shrink)

According to Brehm's intensity of emotion theory, if an emotion has motivational properties, its intensity should be non-monotonically affected by factors similar to those determining the intensity of motivational states. These factors are called deterrents. In the case of emotion, one category of deterrents consists of factors that can potentially interfere with feeling the emotion, such as reasons for not feeling the emotion. Two experiments were carried out to examine whether happiness is a motivational state and, thus, if its intensity (...) is non-monotonically determined by the importance of reasons for not feeling happy. We expected happiness to be reduced by a low importance reason for not feeling happy, to remain high in the presence of a moderately important reason, and to be reduced or eliminated by a very important reason. Both experiments supported the cubic function that results from these expectations, and when the results of the two studies were combined, each of the individual legs of the cubic function was found to be reliable along with the cubic function itself. The theoretical implications of these results are discussed. (shrink)