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Affect Control Theory
Affect Control Theory says that culture and social behavior are connected through the belief that social concepts have fixed meanings which then create expectations for interaction. Affect Control Theory than predicts that people will try to act in a way that fulfils these expectations.

Beginnings
David R. Heise first introduced his idea of Affect Control Theory in 1977 as a way to explain behavior and interaction in a social context. Affect Control Theory was built on George Herbert's Meads concept of the self based on the "I" and "me" and the cognitive meanings shared. Heise in his theory uses Affect as the shared medium.

Expansion on Affect Control Theory
People create shared meaning in physical items such as clothes or buildings. These Meanings make put imprints on individuals that elicit common responses when the items are shown. There are three suppositions that this instance of symbolic interaction create.


 * Artifacts and Social Identity.
 * Alignment of the meaning of symbols and the identities they represent.
 * Social situations consider and manipulate impressions and public relationships.

Affect Control Theory and Morality
Identities in the perspective of Affect Control Theory are activated by the self. When an individual behaves in a way that may seem wrong or out of the norm, Affect Control Theory believes that the individual will assume a positive behavior to reaffirm their "normal" or positive self.