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.
All Science Journal Classification (ASJC) codes
- Language and Linguistics