Behavioral activation/inhibition systems and emotions: A test of valence vs. action tendency hypotheses

Lijiang Shen, Elisabeth Bigsby

Research output: Contribution to journalArticle

Abstract

Using 16 television Public Service Announcements (PSAs) and with a 2 (valence) × 2 (action tendency) × 4 (sequence) mixed design, an experiment (N = 245) examined the impact of behavioral inhibition/activation systems (BIS/BAS) on affect. Two hypotheses (valence vs. action tendency) derived from the nature of emotions and properties of BIS/BAS were tested against each other. Due to the censored distributions of emotion variables and the mixed design, two-level tobit models were estimated to test the hypotheses. The results showed that BIS and BAS showed a complex pattern of associations with emotions that was not wholly consistent with either the approach-avoidance or valence aspects of affect; and that surprise might be joint product of novelty and valence assessments. Implications for future research were discussed.

Original languageEnglish (US)
Pages (from-to)1-26
Number of pages26
JournalCommunication Monographs
Volume77
Issue number1
DOIs
StatePublished - Mar 1 2010
Externally publishedYes

Keywords

  • Action Tendency
  • BIS/BAS
  • Emotions
  • Multilevel Modeling
  • PSA
  • Tobit Model
  • Valence

ASJC Scopus subject areas

  • Communication
  • Language and Linguistics

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