Section 44 Valence and direction

Need to discuss the way ordinary language confuses the valence of something (I like it) with the polarity of the influence(s) affecting it.

“Plus” vs “minus” aka “positive” vs “negative” influences

Also need to discuss the fact that the psychological implications of “flipping” a variable are not equivalent to the logical implications.

E.g. coding a variable as “High levels of heat” vs “Low levels of cold” etc.

See also Mahoney and Goertz (2004)