Affect Control Theory
Affect Control Theory is an empirically tested and verified, mathematically precise theory of culture and action. Relying on certain key assumptions, it enables social science researchers all over the world to measure, predict, and model how social interactions may play out in a given culture.
ACT encapsulates the cultural essence of a people--the way that they think, react, behave, and operate affectively--and quantifies it. The exactitude and versatility of this theory makes it ideal for any situation where a researcher hopes to understand, predict, and model interactions, from the ordinary to the uncomfortable, even when either ethics or logistics (or both!) would normally forbid or prevent running studies with live participants.
Affect Control Theory offers a novel and mathematically rigorous way of viewing and studying social interactions. Though the theory has the capability to model with a wide variety of emotional, situational, institutional, and behavioral elements, it is not well-known outside a small circle of sociological social psychologists. This website is designed to remedy that disconnect by making the theory, its applications, and the key players accessible to all scholars.