Cross Cultural Discrete Emotions Theory Controversy

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Louis Daily, Ph.D.

Louis Daily
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Louis Daily


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8 years 1 month
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Current and Ongoing Research Interests: 

Journal submission to Journal of Consumer Behaviour      Article on Discrete Emotions Theory and Consumer Research    (Daily, Sussan & Freeman) Submitted 6-1015  Working on Revisions

Submitted Fellow Research proposal to IRB in September 2015

Environmental tobacco smoke and asthma in Philadelphia neighborhoods
The Entrepreneurial Ecosystem in South Korea: A Review from the 1960s to the 2010s
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Professional Bio: 
After taking an M.A. in Social Science Psychology at West Chester University and Ph.D. in Human Development at Bryn Mawr College, Lou Daily spent a total of over twenty years as an adjunct at Philadelphia area colleges, including Temple University, Camden County Community College, Peirce College, University of Phoenix (Philadelphia Campus and Online), Holy Family University, and others. Courses taught include a wide variety of topics in Psychology and Sociology, and many courses in Research and Statistics (Psychometrics, Business Statistics, Multivariate Statistics). Presently Dr. Daily facilitates courses at the University of Phoenix, Philadelphia Campus and Online, and the School of Advanced Studies, and has been on several dissertation committees as member or Chair. Simultaneous with his teaching, Lou had full time positions with Philadelphia’s Department of Human Services, The Philadelphia Health Department’s Coordinating Office For Alcohol and Drug Abuse Programs, and Office of Research and Information Management. These were Program Analyst or Research Analyst Positions, involving mostly monitoring and reporting on grant-funded or government funded programs. He also consults on research and statistical subjects. His bachelor’s degree way back in 1970 was in Economics (La Salle University), where he became intrigued by statistical techniques. He has recently become interested in qualitative techniques such as phenomenology and this is the method being used by one of his SAS mentees. Interests include quality control, anything involving linear regression or econometrics, the problems of emerging economies, consumer psychology, organizational behavior, and other areas. He recently presented his research "The Discrete Emotions Controversy and Relevance To Consumer Behavior" at the Association For Consumer Research - Asian Pacific Conference in Hong Kong.
Degrees Completed: 
Doctoral Degree
Human Development
Bryn Mawr College
Masters Degree
Social Science Psychology
West Chester University, West Chester, Pa.
Bachelors Degree
LaSalle University, Philadelphia, Pa.
Academic Appointments: 
Adjunct Assistant Professor, Temple University, Phila. Pa. 2008-2010
Temple University
Thursday, April 10, 2008 to Saturday, April 10, 2010
Adjunct Assistant Professor, Widener University, Fall 2003
Widener University
Thursday, April 10, 2003
Various Lecturer appointments including Peirce College and Holy Family University
Honors and Awards: 
Psi Chi Academic Honor Fraternity in Psychology
West Chester University Chapter, 1977
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Areas of Research Interest: 

The debate in Psychology concerning the “universality” of emotions is of relevance to Consumer Behavior.  Consumer Behavior scholars like Marieke de Mooij (2011) have long sided with the cultural-specific school of thought.  The universal theory (e.g. Ekman, P. & Friesen, W.V. ,1978),  however, has long been the dominant school of thought in Psychology, although there are dissidents within Psychology (e.g. Russell, 1980).   The universalists do exert quite an influence on research in many disciplines.  Matsumoto et al (2011), for example, have used Paul Ekman’s theory of universal discrete emotions as a basis for consumer research.  The debate in psychology has recently been thrown wide open again with new research.  Gendren et al (2014) found that when you ask subjects from a remote tribe in Namibia to free-sort photos of Africans posing Ekman’s discrete emotions, rather than give them the categories in advance, the subjects didn’t come close to categorizing them according to discrete emotions theory.  Jack et al (20xx) found that when Chinese subjects recently arrived in Glasgow are asked to classify random facial expressions generated from a computerized simulation program in categories corresponding to Ekman’s six discrete emotions, the resulting categories are very overlapping.  They also found that the Chinese subjects expressed the intensity of emotion through eye movements, something not found in western control subjects. This paper reviews the history of the universality debate in psychology, and these two new studies, and draws conclusions for a program of research in cross-cultural communication.

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