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)

Starting with a review of research on love as an emotion, with an emphasis on romantic love, it is argued that despite strong emotional correlates evidence is lacking to conclude that love would meet the criteria of basic emotions. Theoretical developments are proposed where love is conceived of as a combination of an objectless drive, a desire for love, and a mythical and scripted representation that offers the possibility of labeling the current core affect. I argue that the basic motive (...) for love is not so much the partner’s personal attributes, but rather the benefits of the transformative power of being in love. (shrink)