Mixed-methods analysis of cultural influences on the attitudes of love and hate

Objectives The religious influence on the construction of emotions like love and hate have lacked empirical attention. This study sought to address this issue by exploring the influence of culture and religion on love and hate using both quantitative and qualitative measures. Method Samples from Japan ( n = 397), Thailand ( n = 258), the U.S. ( n = 198), and Sweden ( n = 80) took an online survey on either love or hate. Quantitative measures were used to assess either positive or negative attitudes towards love and hate while qualitative measures were used to assess differences in the concepts of love and hate. Results Quantitative measures revealed that cultures (Japan and Thailand) with stronger Buddhist influence tend to have more moderate views of love and hate, while cultures with stronger Christian (Sweden and the U.S.) influence tend to have more polarized views of love and hate. Qualitative measures revealed that although the universal presence of love and hate share similar qualities across cultures, there are unique elements of both that may be lost when measuring love and hate. Conclusions These findings demonstrate a need to consider the religious influence on emotions. Especially when it comes to emotions like love and hate which have considerable influence over relationships, formation of family, and dissolution of alliances, religion may have a significantly broader influence than currently considered in the empirical literature.