Striving for Good Feelings or Averting Bad Ones? The Role of Affective Goals in Health Care Decisions across the Life Span
Previous research suggests that the emotions people value ("ideal affect") can help explain cultural differences in health care preferences. For example, those valuing excitement tend to prefer physicians who promote excitement and medications that induce feelings of excitement. However, the emotions people want to avoid ("avoided affect") may be just as influential, particularly among older adults and East Asian Americans who tend to be motivated more by avoiding (versus approaching) certain outcomes.