Affect Control Theory
This chapter draws on the theoretical and methodological insights from Affect Control theory (ACT), a theory with decades of research and empirical support, to set up our cross-cultural analyses examing our theory of societal inequality. ACT is a formal mathematical theory used to examine how the various facets of social events (such as the identities and emotions) shape ongoing social action. ACT distills the representation of these various facets to their simplest, most universally recognized dimensions of meaning: evaluation (good vs. bad), potency (powerful vs. weak), and activity (fast vs. slow). ACT then provides a way of understanding and modeling social interactions so that it is possible to empirically compare the likely emotions resulting from the same types of interactions in various cultures. The chapter gives a broad overview of the theory so that the reader understands why it is useful and provides justification for the empirical analysis used in the book.