= Affect control theory
{wiki=Affect_control_theory}
Affect Control Theory (ACT) is a social psychological theory that seeks to understand how individuals interpret and respond to social interactions based on their emotions and feelings. Developed primarily by sociologist William Ickes in the 1980s and further advanced by other scholars, the theory posits that people strive to maintain a positive affective state when encountering events, interactions, or roles in their social environment.
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