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Quantifying the Value of Emotions Using a Willingness to Pay Approach

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  • Hi Lau
  • Mathew White
  • Simone Schnall

Abstract

People generally seek out positive moods and avoid negative moods; however, it is unclear which motivation is more pronounced. Two studies addressed this issue by developing a value-based ranking of emotions based on the willingness to pay (WTP) approach. The approach utilizes money’s cardinal properties and assumes opportunity costs as with everyday purchases. In Study 1 British participants indicated they would be willing to pay more to experience positive than to avoid negative emotions. In Study 2 this positivity bias was replicated with another sample of British participants. However, Hong Kong Chinese participants did not show such a preference, and were willing to pay significantly less to experience positive emotions but more to avoid negative emotions when compared with British participants. Experiencing Love was given the highest WTP judgment in all samples. Thus, some emotions are universally valued, whereas preferences for others differ across cultural groups, perhaps shaped by norms. Implications concerning valuations of psychological states for policy purposes are discussed. Copyright The Author(s) 2013

Suggested Citation

  • Hi Lau & Mathew White & Simone Schnall, 2013. "Quantifying the Value of Emotions Using a Willingness to Pay Approach," Journal of Happiness Studies, Springer, vol. 14(5), pages 1543-1561, October.
    • Handle: RePEc:spr:jhappi:v:14:y:2013:i:5:p:1543-1561
    DOI: 10.1007/s10902-012-9394-7
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    References listed on IDEAS

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