What Combination of Message Characteristics Determines Hedonic and Counter-Hedonic Preferences? An Examination of the Interplay Between Valence and Semantic Affinity

Abstract

This study explores entertainment preferences made by individuals in different romantic situations using four kinds of popular films varied by valence (happy or sad) and semantic affinity (romance related or romance unrelated) that have the capacity to alter prevailing affective states. The preferences were examined using Zillmann's (1988) mood management theory and alternative explanations of the theory that explain counter-hedonic selections. Results from an experiment (N = 152) show that different affective situations motivate individuals to prefer particular kinds of films among the four options presented, and that the two message characteristics determine the preferences interactionally rather than independently or additively. Results are interpreted in terms of the three plausible self-regulatory motivations—self-protection, self-improvement, and self-enhancement—underlying the preferences.

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