Pricing Emotions

British & Hong Kong students chose how much they'd spend (£10 - £150), for 1 hour, to enjoy positive emotions or avoid negative emotions.

British students paid more for positive emotions: love was most valued (£95), then happiness, then avoiding sadness ... disgust was the least valued emotion to avoid (£43). Hong Kong students valued experiencing positive emotions = to avoiding negative. Head-to-head, Brits paid more for "happiness, delight and calm"; Hong Kong students paid more to "avoid regret, embarrassment and frustration."

Researchers noted, "By putting price-tags on emotions we might come closer to understanding the value of human experience in order to aid policies at enhancing well-being."