Many of us did not receive any scientific education about emotions while growing up. Our understanding of emotions comes from the teachings of those around us, societal norms, and our own experiences. Some examples of these beliefs include: Is this emotion socially acceptable? When is this emotion useful? Or—with all these butterflies in my stomach, he must be the love of my life!

Naturally, these beliefs about emotions can vary across individuals, families, and cultures.

Culture Shapes How We Recall Emotions

For instance, Oishi (2002) found that Asian Americans report lower levels of happiness than European Americans. Interestingly, the actual positive emotional experiences do not differ across groups. Instead, East Asians recall fewer positive emotion episodes. This pattern is in part driven by cultural beliefs: East Asians tend to view positive emotions as less desirable than Westerners. Eastern cultures often emphasize balance between the positive and the negative—leading people to “take happiness in moderation.” In some cases, people even experience fear when they are “too happy,” anticipating that something bad may follow.

These views stem from deep-rooted differences in history and philosophy that shape each culture’s definition of “a good life.” While happiness is seen as a cornerstone of a good life in Western cultures, its role is far less central in many Asian contexts.

Can Happiness Be “Saved” for Later?

Another interesting belief is whether happiness is “bankable.” In this research, researchers found that people often treat happiness as a resource that can be saved or accumulated to be used later—especially when they anticipate a sad event. Before the sad event, people deliberately choose experiences that maximize happiness, creating an emotional buffer. For example, you might binge on chocolate if you know your favorite character is going to die in a movie. Interestingly, people do not just choose happier experiences—they also engage and immerse more in them because they are motivated to feel as happy as possible to withstand the upcoming sadness. 

Do You Think Emotions Are Fleeting—or Long-Lasting?

The final piece of research I want to share has to do with beliefs about the transience of emotions. In simpler terms: how long we think emotions last. This belief, combined with our current emotional state, influences whether and how we try to regulate emotions.

For instance, if someone believes emotions are fleeting and is currently feeling happy, they might try to prolong the feeling. But if they are feeling sad, they may not do anything—assuming the sadness will pass on its own. On the other hand, people who believe emotions are lasting are more likely to act when they feel bad, doing something to cheer themselves up. As people inherently differ in this belief, how they will act upon happy or unhappy episodes will also differ. Because of this difference, actively trying to cheer someone up could even be seen as irrational or a waste of time if they think emotions are inherently short-lived. 

Beliefs That Grow With Us

Of course, these beliefs are not fixed. As we grow, they often grow with us. We constantly update these beliefs based on our personal experiences. Most times, they are implicit, and we don’t actively think about them when we experience emotions. However, these beliefs influence or guide our behaviors regardless. 

I personally find it fascinating to reflect on our own beliefs about emotions and to consider not just why we think the way we do but also why we feel the way we do.