Feeling rules 

Feeling rules are a set of socially shared norms that direct how we want to try to feel and not to feel emotions in given social relations.[1]

All human beings learn certain feeling rules but they differ according to culture, social class and gender. These are ordinarily very flexible and are expressed in our personal style and personality.[2]

This concept has been introduced to sociology by Arlie Russell Hochschild in 1979.

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Further reading