Elements of Cultural Emotions Theodoric Manley, Jr. PhD Explanations for Cultural Emotions Constructionist What people feel is conditioned by socialization Emotions are constrained and channeled by sociocultural contexts Biology Emotions are the outcome of physiological changes in the body expressed through the sympathetic nervous system channeled by our brain Hearing, seeing, touching, feeling, tasteing go through thalamus subcortical region of brian. AMYDGALA--CENTER OF FEAR RESPONSES IN THE SUBCORTEX Cognition Emotions are not formed until there is an appraisal of the objects or events in the situation. Once arousal has occurred perception and thought are implicated in the process When biological cues are activated these biological can be subject to thought and reflection which alter the flow of emotional experience Biological Emotion and Social Sentiments—Steven Gordon (1981) Biological emotion (a physiological concept) is a configuration of bodily sensations and gestures in response to stimuli. Social Sentiment involves “combinations of bodily sensations, gestures, and cultural meanings that we learn in enduring relationships (Gordon, 1981: p. 563). Gordon argues that biological emotions such as anger and fear, become, shortly after childhood, transformed into cultural meanings that are organized around a relationship to a social object, often another person or group. Theist's Elements of an Emotion: “Emotional Deviance: Research Agendas” (1990) by P. A. Thoits in Research Agenda’s in the Sociology of Emotions (pp. 180-203) Interaction of Five Senses with Sixth Sense (Emotions) Universal Pain Hate Fear Disgust Shame Love Triggers Class/Social Status Race/Ethnic Gender Sexuality Social Movements Sociology of Cultural Emotions (Turner and Stets, 2005: p. 9) Emotions involve certain elements. The biological activation of key body systems; Socially constructed cultural definitions and constraints on what emotions should be experienced and expressed in a situation; The application of linguistic labels provided by culture to internal sensations; The overt expression of emotions through facial, voice, and paralinguistic moves; and Perceptions and appraisals of situational objects or events Turner and Stets (2005) Intensity of Primary Emotions “On the Origins of Human Emotions” (p. 73), Primary Emotions--UniversalLow-IntensityModerate IntensityHigh IntensityHappiness— SatisfactionContent, sanguine, serenity, gratifiedCheerful, buoyant, friendly, amiable, enjoymentJoy, bliss, rapture, jubilant, gaiety, elation, delight, thrilled, exhilaratedFear—Aversion Concern, hesitant, reluctance, shynessMisgivings, trepidations, anxiety, scared, alarmed, unnerved, panicTerror, horror, high anxietyAnger—AssertionAnnoyed, agitated, irritated, vexed, perturbed, nettled, rankled, piquedDispleased, frustrated, belligerent, contentious, hostility, ire, animosity, offended, consternationDislike, loathing, disgus ...

1. Elements of Cultural Emotions
Theodoric Manley, Jr. PhD
Explanations for Cultural Emotions
Constructionist
What people feel is conditioned by socialization
Emotions are constrained and channeled by sociocultural
contexts
Biology
Emotions are the outcome of physiological changes in the body
expressed through the sympathetic nervous system channeled
by our brain
Hearing, seeing, touching, feeling, tasteing go through thalamus

2. subcortical region of brian. AMYDGALA--CENTER OF FEAR
RESPONSES IN THE SUBCORTEX
Cognition
Emotions are not formed until there is an appraisal of the
objects or events in the situation. Once arousal has occurred
perception and thought are implicated in the process
When biological cues are activated these biological can be
subject to thought and reflection which alter the flow of
emotional experience
Biological Emotion and Social Sentiments —Steven Gordon
(1981)
Biological emotion (a physiological concept) is a configuration
of bodily sensations and gestures in response to stimuli.
Social Sentiment involves “combinations of bodily sensations,
gestures, and cultural meanings that we learn in enduring
relationships (Gordon, 1981: p. 563).
Gordon argues that biological emotions such as anger and fear,
become, shortly after childhood, transformed into cultural
meanings that are organized around a relationship to a social
object, often another person or group.
Theist's Elements of an Emotion: “Emotional Deviance:
Research Agendas” (1990) by P. A. Thoits in Research

3. Agenda’s in the Sociology of Emotions (pp. 180-203)
Interaction of Five Senses with Sixth Sense (Emotions)
Universal
Pain
Hate
Fear
Disgust
Shame
Love
Triggers
Class/Social
Status
Race/Ethnic
Gender
Sexuality
Social
Movements
Sociology of Cultural Emotions (Turner and Stets, 2005: p. 9)
Emotions involve certain elements.
The biological activation of key body systems;
Socially constructed cultural definitions and constraints on what
emotions should be experienced and expressed in a situation;
The application of linguistic labels provided by culture to
internal sensations;
The overt expression of emotions through facial, voice, and

4. paralinguistic moves; and
Perceptions and appraisals of situational objects or events
Turner and Stets (2005)
Intensity of Primary Emotions
“On the Origins of Human Emotions” (p. 73), Primary
Emotions--UniversalLow-IntensityModerate IntensityHigh
IntensityHappiness— SatisfactionContent, sanguine, serenity,
gratifiedCheerful, buoyant, friendly, amiable, enjoymentJoy,
bliss, rapture, jubilant, gaiety, elation, delight, thrilled,
exhilaratedFear—Aversion Concern, hesitant, reluctance,
shynessMisgivings, trepidations, anxiety, scared, alarmed,
unnerved, panicTerror, horror, high anxietyAnger —
AssertionAnnoyed, agitated, irritated, vexed, perturbed, nettled,
rankled, piquedDispleased, frustrated, belligerent, contentious,
hostility, ire, animosity, offended, consternationDislike,
loathing, disgust, hate, despise, detest, hatred, seething, wrath,
furious, inflamed, incensed, outrageSadness--
DisappointmentDiscouraged, downcast, dispirited Dismayed,
disheartened, glum, resigned, gloomySorrow, woeful, heartsick,
pained, despondent, anguished, dejected, crestfallen
Plutchik’s Model of Emotions—acceptance, surprise, fear,
sorrow, disgust, expectancy, anger, and joy
Robert Plutchik (1962 and 1980) reasons that in the same way
that colors are primary, and others are a mix of primary colors,
some emotions are primary and other emotions are derived from
them, and therefore secondary. He visualizes primary emotions

5. as operating much like a color wheel, with “mixtures” of these
primary emotions generating new and varied types of emotions
in humans.
Physiological Changes
Expressive Gestures
Emotion Label
Situational Cues
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Cultural Emotions:
Pain, Hate, Fear, Disgust, Shame, Love
Ted Manley, Jr. PhD
Cultural Emotion
PAIN
(Meriam Webster)
1 : punishment ·the pains and penalties of crime
2 a : usually localized physical suffering associated with bodily
disorder (such as a disease or an injury) ·the pain of a twisted
ankle
also : a basic bodily sensation induced by a noxious stimulus,
received by naked nerve endings, characterized by physical

7. discomfort (such as pricking, throbbing, or aching), and
typically leading to evasive action ·the pain of bee stings
b : acute mental or emotional distress or suffering : grief
Sociology of Pain
Pain: A Sociological Introduction, Elaine Denny (2016)
Intersection between biology and culture (Medical Model vs
Sociology Model of managing pain)
Much pain is experienced as short lived, and self-limiting or
easily treated, but for those individuals who live with long term
and intractable pain it can cause disruption of life as it is
currently lived and alter their expectations of the future.
Sociological research has, for example, shown how men and
women approach and experience pain differently, seeking to
explain why women more than men report more long term and
disabling pain than men. A strength of a sociological
understanding of pain is that it encompasses both the
interpretive perspective of the person in pain and the structural
factors that influence this, offering an explanation of the way
that these intersect.
Cultural Emotion
HATE
(Meriam Webster)
Intense hostility and aversion usually deriving from fear, anger,
or sense of injury.

8. b : extreme dislike or disgust : antipathy, loathing.
The Sociology of Hate
Stereotypes
Cognitive
Prejudice
Affective
Discrimination
Behavioral
Gordon Allport (1954?:1958; 1979): The Nature of Prej udice
“Open-mindedness is considered to be a virtue. But, strictly
speaking, it cannot occur. A new experience must be redacted
into old categories. We cannot handle each even freshly in its
own right (Allport, 1954, p. 19)
5
The Big Three
Three main topics in the psychology of racism: Stereotypes,
Prejudice, and Discrimination
Stereotypes:
Stereotypes
Stereotypes categorize people according to social factors
Definition: “A cognitive structure that contains the perceiver’s
knowledge, beliefs, and expectancies about some human group”
(Hamilton & Trolier, 1986, p. 133).
Stereotypes are necessary

9. The content of stereotypes can be the problem
Outcome
Most insidious stereotypes = create, maintain, or strengthen
social hierarchy
Outcomes of racial/ ethnic stereotypes
6
Categorize based on age, gender, social role, physical
appearance, or relation to self
Definition: “A cognitive structure that contains the perceiver’s
knowledge, beliefs, and expectancies about some human group”
(Hamilton & Trolier, 1986, p. 133).
We develop “Naïve theories” of social action (Tajfel & Forgas,
2000)
Used for complex social events that we can’t understand fully
Develop simplistic systems for understanding
Attribute generalized and supposed collective traits and
intentions to social groups, and then use these attributions to
explain complex phenomenon that we can’t otherwise
understand
A social phenomenon, collective (ie., media)
Examples?
Lawyers
Professors
Psychologists
Athletes
Cognitive Perspective-
Stereotypes operate as schemas- cognitive frameworks for
organizing interpreting, and recalling information
Literally process information differently based on schema
Information consistent with schema gets more attention, is
rehearsed more frequently, and remembered more accurately
than inconsistent information.

10. Becomes a closed cognitive loop
Stereotypes are necessary for cognitive functioning
Stereotypes are not inherently bad or negative
Used to understand people, objective, and stimuli in
environment
Necessary to simplify the complex, confusing, social world.
(Lippmann, 1922)
Gather just enough info to understand, predict, and structure the
environment
Without Stereotypes: Have to evaluate every aspect of someone-
appearance, mood, personality traits, s[eecj qualities, soci al
setting, etc…
GUN EXAMPLE NEXT THREE SLIDES
Prejudice- Affective factors
Praejudicium
Definitions of Prejudice
Allport (2000): Antipathy based upon a faulty and inflexible
generalization. It may be felt or expressed. It may be directed
toward a group as a whole, or toward an individual because he
is a member of that group.
Minimal Group Paradigm
The basic requirements for prejudice
Ingroup vs. outgroup
Stereotyped cognitions are not necessary
Social Categorization and Identity Theory
Social Categorization: Us vs. Them
Us = Good, Them = Bad
Why do we do this?
Self-Esteem
Social Competition

11. 7
Praejudicium- Latin noun
Ancient meaning = precedent- judgment based on previous
decisions and experiences
English = judgment formed before an examination and
consideration of facts
Hasty and premature judgment
Present = Emotional sense of favorabeleness or unfavorableness
that acoompanies such a prior and unsupported judgment
Allport (2000) = Negative Ethnic Prejudice = Antipathy based
upon a faulty and inflexible generalization. It may be felt or
expressed. It may be directed toward a group as a whole, or
toward an individual because he is a member of that group.
But can be positive or negative valence
Stereotypes are cognitive processes, prejudice is affective/
emotional
Cognitive and affective processes are connected, but not
entirely overlapping
Feelings and cognitions can often be in conflict
Minimal Group Paradigm (Hogg & Abrams, 1988; Brewer &
Brown, 1998)- the mere existence of social groups, even
meaningless and arbitrary groups, leads to prejudice based on
group membership.
In-group favoritism occurs automatically and unconsciously-
they display bias towards ingroup without even knowing it
Evaluate ingroup more positively, provide more resources to
them, and evaluate performance better.
Minimal requirements- divide group into us vs. them
Don’t need cognitions for the gut-level emotional reaction of
prejudice
Racial prejudice – much more complex interaction of history
and power to create prejudicial feelings
Much more than can be created in the laboratory
The universal tendency to favor the ingroup only provides a
basis for racism
Societal variables turn it into a more systemic, insidious

12. phenomenon
Discrimination
Types of Discrimination
Antilocution
Avoidance
Discrimination
Physical Attack
Extermination
Bark vs. Bite?
What about today?
Overt to the Covert
Conscious to Unconscious
Explicit to Implicit
8
Behavior
Any negative attitude will likely express itself as a behavior in
some way.
The more intense the attitude, the more likely to be hostile
action
Types of Overt Discrimination (Allport, 2000)
Antilocution: Talk about prejudices with friends, sometimes
strangers
Avoidance: Avoid members of disliked groups
Discrimination: actively excludes someone- housing,
employment, rights, opportunities, churches, hospitals, social
privileges.

13. semiviolence (property destruction)
Extermination: lynchings, pogroms, massacres, genocide
Stages can fed
Bark is often worse than Bite:
La Piere (1934)- traveled US with Chinese couple, stopped at 66
sleeping places, 184 eating placed and were refused service
only once.
Afterwords, in a questionnaire, 93% of restaurants and 92% of
the hotels said they would not serve Chinese people (control
group had similar responses).
Confirmed by Kutner, Wilkins, and Yarrow (1952).
Allport’s conclusion: “Where clear conflicts exists, with law
and conscience on the one side, and with custom and prejudice
on the other, discrimination is practiced chiefly in covert and
indirect ways, and not primarily in face-to-face situations where
embarassment would result.
Cultural Emotion
FEAR
(Meriam Webster)
1 a : an unpleasant often strong emotion caused by anticipation
or awareness of danger
b (1) : an instance of this emotion
(2) : a state marked by this emotion
2 : anxious concern : solicitude
3 : profound reverence and awe especially toward God
4 : reason for alarm : danger

14. Sociology of Fear: Chapman University Study
Survey on American Fears, Chapman University has tried to
identify what Americans fear the most.
Nobody has ever cracked the code of human emotions. Our
feelings are rooted within the depths of our physiology, but our
cheers and screams are also products of our environment. Put
in sociological terms, “fearfulness in varying degrees is part of
the very fabric of everyday social relations”.
The survey explored four categories of fear: personal fears,
natural disasters, paranormal fears, and drivers of fear behavior.
The top American domains of fear averaged to be man-made
disasters, technology, and government. Given the political
transformations and technological developments taking place
today, the results seem spot on.
Sociology of Fear
Do the right thing: What’s the Cultural Emotion in this scene—
define and discuss intersections
https://www.youtube.com/watch?v=HbA1YOueC_A
Work in small groups around your class seat/table and do the
following:

15. Describe the cultural emotions for each character in the scene:
Sal, Buggin’-out, Vito, Pino, Mookie.
Explain how the cultural emotions captured in this scene go
from low, moderate to high intensity?
Analytical FrameworkElements of an Emotion SalBuggin-
OutPinoMookieVitoPhysiological Changes—Emotion
arousalExpressive GesturesEmotion LabelSituational Cues
Intensity of Cultural EmotionsIdentity and Social RelationsLow
ModerateHighSalBuggin-out
Identity and Social Relations
Identity/Social RelationsSalBuggin-outClass/Social
StatusRacial/Ethnic Gender/TransgenderSexualitySocial
Movement
Cultural Emotion
DISGUST
(Meriam Webster)
1: a strong feeling of dislike for something that has a very
unpleasant appearance, taste, smell, etc.

16. 2 : annoyance and anger that you feel toward something because
it is not good, fair, appropriate, etc.
Sociology of Disgust—The Disgust Scale
Disgust is a fascinating emotion. Its elicitors are a puzzle: it
makes sense that we are disgusted by things that can
contaminate our food, but why does this food-related emotion
extend itself so deeply into our social world, so that people feel
disgusted by certain ethnic groups (or by racism), by
homosexuality (or by homophobia), and by a variety of social
and moral violations that don't involve anything physically
contaminating?
Disgust appears to play a role in moral judgment, moral
conflict, and ethno-political violence. (For the best work on
disgust and politics, see David Pizarro.) Disgust has clinical
ramifications, for it seems to be involved in obsessive-
compulsive disorder and in a variety of phobias. (For the best
work on clinical implications, see Bunmi Olatunji.) Disgust
even has religious ramifications, for it appears to be part of the
psychological foundation of culturally widespread ideas of
purity and pollution. Many religions (e.g., Judaism, Islam, and
Hinduism) have extensive rules for regulating human bodily
processes and keeping them separated from sacred objects and
practices. Disgust appears to provide part of the structure of
these rules and practices.
The Disgust Scale is a self-report personality scale that was
developed by Jonathan Haidt, Clark McCauley, and Paul Rozin
as a general tool for the study of disgust. It is used to measure
individual differences in sensitivity to disgust, and to examine
the relationships among different kinds of disgust.
To take the disgust scale online and see your score and how it

17. compares to others, please go to www.YourMorals.org and
register. Then, on the "explore your morals" page, take the
"disgust scale"
Cultural Emotion
SHAME
(Meriam Webster)
1 a : a painful emotion caused by consciousness of guilt,
shortcoming, or impropriety
b : the susceptibility to such emotion have you no shame?
2 : a condition of humiliating disgrace or disrepute : ignominy
the shame of being arrested
3 a : something that brings censure or reproach; also :
something to be regretted : pity it's a shame you can't go
Sociology of Shame: The Overdose of Shame: A Sociological
and Historical Self-Exploration Haing Kao (2004)
Shame is best defined through its contrast and comparison with
guilt, an emotion that is often confused with shame. This is
detailed in a paper entitled, “Shame and Guilt and Their
Relationship to Positive Expectations and Anger

18. Expressiveness”:
In contrast, shame typically involves an acutely painful
experience that is overwhelmingly self-focused and more
diffuse than guilt ... Individuals experiencing shame might feel
a sense of worthlessness, incompetence, or a generalized feeling
of contempt for themselves, thereby demonstrating a reflection
of overly harsh self-evaluations.
Consequently, repeated experiences of shame have been found
to be associated with a number of negative cognitive behavioral
experiences, including depression, selfderogation, shyness,
interpersonal anxiety, perfectionism, and a diffuse-oriented
identity (Lutwak et al., 2001)
Social Relations of Shame
FAMILY AND CULTURAL SHAME
INTERGENERATIONAL VARIANCES, AND CYCLES OF
SHAME
CLASS, RACE, GENDER, COMPARATIVE HISTORIES, AND
SHAME
SHAME AND SOCIAL RESPONSIBILITY
Do the right thing: What’s the Cultural Emotion in this scene—
define and discuss intersections
https://www.youtube.com/watch?v=467jwrMlWNc
Work in small groups around your class seat/table and do the
following:
Describe the cultural emotions for each character in the scene:
De Mayor and the Male Youth
Explain how the cultural emotions captured in this scene go
from low, moderate to high intensity?

19. Analytical FrameworkElement of an EmotionDe MayorMale
Youth #1Male Youth #2Female YouthMale Youth
#3Physiological Changes—Emotion arousalExpressive
GesturesEmotion LabelSituational Cues
Intensity of Cultural EmotionsIdentity and Social RelationsLow
ModerateHighDe MayorMale Youth #1
Identity and Social RelationsIdentity/Social RelationsDe
MayorMale Youth #1Class/Social StatusRacial/Ethnic
Gender/TransgenderSexualitySocial Movement
Cultural Emotion LOVE (Meriam Webster)
1 a (1) : strong affection for another arising out of kinship or
personal ties maternal love for a child (2) : attraction based on
sexual desire : affection and tenderness felt by lovers After all
these years, they are still very much in love. (3) : affection
based on admiration, benevolence, or common interests love for
his old schoolmates b : an assurance of affection give her my
love
2 : warm attachment, enthusiasm, or devotion love of the sea
3 a : the object of attachment, devotion, or admiration baseball
was his first love b (1) : a beloved person : darling —often used
as a term of endearment (2) British —used as an informal term
of address

20. 4 a : unselfish loyal and benevolent (see benevolent 1a) concern
for the good of another: such as (1) : the fatherly concern of
God for humankind (2) : brotherly concern for others b : a
person's adoration of God
5 : a god (such as Cupid or Eros) or personification of love
6 : an amorous episode : love affair
7 : the sexual embrace : copulation
8 : a score of zero (as in tennis)
9 capitalized, Christian Science : god
Sociology of Love
Love and intimacy go hand in hand. Love is the physical,
emotional, sexual, intellectual, or social affection one person
holds for another. Concepts related to love include: adore,
desire, prefer, possess, care for, serve, and even worship.
Intimacy, on the other hand, is a close relationship where
mutual acceptance, nurturance, and trust are shared at some
level. In order to understand love in human relationships, you
must first understand how the socialized self either enhances or
inhibits your capacity to love.
Your socialized self develops under the supervision of your
caregiver or parent(s). When you were a newborn, you were
totally dependent upon the adults in your life to take care of
your needs and raise you in a safe environment. You had to be
fed and clothed, bathed and held, and loved and appreciated.
Your caregivers provided these basic needs in your early
development, and during this time, attachments were formed.
An attachment is an emotional and social bond that forms
between one person and another. Humans are considered highly
motivated to form attachments throughout their lives.
https://www.youtube.com/watch?v=apzXGEbZht0

21. Zones of Vulnerability: White Heteronormative Example
Some Conceptual Types of Love
Unconditional love is the sincere love that does not vary
regardless of the actions of the person who is loved.
Romantic love is based on continual courtship and physical
intimacy.
Infatuation is a temporary state of love where the other person
is overly idealized and seen in narrow and extremely positive
terms.
Committed love is a love that is loyal and devoted.
Altruism is a selfless type of love that serves others while not
serving the one who is altruistic.
Sexual or passionate lovers are focused on the intensely sensual
pleasures that are found with the senses of taste, smell, touch,
feel, hear, and sight.
Friendship love includes intimacy and trust among close
friends.

22. Criteria or realistic love is the love feelings you have when your
list of a potential mate’s personal traits is met in the other
person.
Obsessive love is an unhealthy love type where conflict and
dramatic extremes in the relationship are both the goal and the
theme of the couple’s love.
Deceptive love is formed when one or both partners either
consciously or unconsciously mislead the other in an effort to
dishonestly establish trust and intimacy
Catch and release mode one partner lures the other in by
pretending to experience all the romance and trappings of
falling in love when in reality he or she is tricking the other
person.
Black widow/widower mode there is calculated and precise
deception designed to lure the other into a relationship for
ulterior motives.
Conclusion: Cultural Emotions
Fluid

23. Flexible
Dynamic
Interactional
Relational
Intersectional
Table One. —Matrix of Cultural Emotions by Identities and
Relations of Selected Sociological DOMAINSCultural
EmotionsClass/Social Status (SES)Gendered/
TransgenderedRace and Ethnicity
RacializationSexuality/
Queer/Bi-sexual/Gay/LesbianSocial
MovementsPainHateFearDisgustShameLove
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Grader - Instructions Excel 2019
ProjectExp19_Excel_Ch01_ML1_Rentals
Project Description:
You manage a beach guest house in Ft. Lauderdale containing
three types of rental units. Prices are based on peak and off-
peak times of the year. You need to calculate the maximum
daily revenue for each rental type, assuming all units are rented.
In addition, you need to calculate the discount rate for off-peak
rental times. Finally, you will improve the appearance of the
worksheet by applying font, alignment, and number formats.
Steps to Perform:
Step
Instructions
Points Possible
1
Start Excel. Download and open the file named
Exp19_Excel_Ch01_ML1_Rentals.xlsx. Grader has
automatically added your last name to the beginning of the

25. filename.
0
2
You want to format the main title to have a consistent
appearance to other documents and spreadsheets.
Apply the Heading 1 cell style to the range A1:G1.
Hint: Cell Styles is on the Home tab.
3
3
You want to apply a similar, complementary style to the date,
which is below the main title.
Apply the 20% - Accent1 cell style to the range A2:G2.
3
4
The Peak Rentals heading is centered over the related data in
columns C and D. You want the Off-Peak Rentals heading to be
centered over its related data.
Merge and center Off-Peak Rentals in the range E4:G4.
Hint: Merge and Center is on the Home tab.
5
5
To help other people know that the Off-Peak Rentals heading is
related to three columns of data, you want to apply a fill color
to that heading. You will choose a different color to distinguish
these data columns from the fill color used for the Peak Rentals
heading.
Apply Blue fill color (the eighth color below Standard Colors)
and White, Background 1 font color to cell E4.

26. Hint: Fill Color and Font Color are on the Home tab.
5
6
Three headings (Maximum Revenue, Maximum Revenue, and
Discount Rate) do not fully display on the fifth row. Instead of
widening the columns, you want to wrap the headings within
their respective cells. This will enable you to maintain the
column width appropriate for the data below the headings.
Center and wrap the headings on row 5.
Hint: Use the Home tab.
6
7
You are ready to calculate the Peak Rentals Maximum Revenue
that can be earned. The maximum revenue is the total revenue if
all rental units are rented.
In cell D6, enter a formula that calculates the Peak Rentals
Maximum Revenue.
Hint: Formula is: No. of Units*Daily Rate
6
8
The Discount Rate is the percentage off of the Peak Rentals Per
Day Rate used to calculate the Off-Peak Rentals Per Day rate.
The Studio Apartment rents for $120 Off-Peak, which is 80% of
the $149.95 Peak rate. Therefore, the Discount Rate for the Off-
Peak Per Day rate is 20%.
In cell G6, enter a formula that calculates the Discount Rate for
the Off-Peak rental price per day.
Hint: Formula is: 1-(Off-Peak Rentals Daily Rate/Peak Rentals

27. Daily Rate)
8
9
You created formulas for the Peak Rentals Maximum Revenue
and the Discount Rate for the Off-Peak Rentals for the Studio
Apartment rental type. Now you want to copy the formulas to
the remaining rental types so that you don't have to create
formulas again.
Copy the formula in cell D6 to cells D7:D8. Copy the formula
in cell G6 to cells G7:G8.
Hint: Use the fill handle.
4
10
The values in the columns are hard to read with varying number
of decimal points. The Accounting Number Format will align
the decimal points and display dollar signs to improve the
appearance of the monetary values.
Format the range C6:F8 with Accounting Number Format.
Hint: Accounting Number Format is on the Home tab.
6
11
The Discount Rate formula results are displayed as decimal
points. However, formatting the values as percentages will align
decimal points and clearly indicate the percentages.
Format the range G6:G8 in Percent Style with one decimal
place.
Hint: Look in the Number group on the Home tab.
6

28. 12
You applied a solid blue to the Off-Peak Rentals heading, so
you will apply a complementary lighter blue fill color to the
data below that heading.
Apply Blue, Accent 1, Lighter 80% fill color to the range
E5:G8.
Hint: The Fill Color palette contains an option for selecting
more colors to customize.
4
13
A solid red fill is applied to the Peak Rentals heading. You will
select a complementary custom fill color for the data below that
heading.
Select the range C5:D8 and apply a custom fill color with Red
242, Green 220, and Blue 219.
Note, Mac users, in the Colors dialog box, click the Color
Sliders tab and then select the RGB Sliders.
Hint: On the Home tab, in the Font group, click Fill Color, and
then click More Colors.
5
14
Answer the first question below the worksheet data. Apply
Yellow highlight color to the correct answer in either cell A16,
A17, or A18.
5
15
Answer the second question below the worksheet data. Apply
Yellow highlight color to the correct answer in either cell A22,
A23, or A24.
5

29. 16
Answer the third question below the worksheet data. Change
XX.X% to the correct percentage in cell A28.
5
17
Now that the worksheet contains formulas and is formatted, you
are ready to apply Page Setup options to prepare the worksheet
to be printed, if needed.
Select Landscape orientation, center the data horizontally on the
page, and apply the setting to fit to one page.
Hint: The Page Layout tab contains options needed.
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18
It is important to provide identification information in a footer
of the worksheets. In particular, the textbook series name, the
worksheet name, and the file name help identify the worksheet.
Insert a footer with the text Exploring Series on the left side,
the sheet name code in the center, and the file name code on the
right side.
Hint: Use the Insert tab or the Page Layout tab to insert a
footer.
5
19
To preserve the original data, you make a copy a worksheet so
that you can manipulate the data or if you want to review the
formulas.
Create a copy of the Rental Rates worksheet, place the new
sheet to the right side of the original worksheet, and rename the

30. new sheet as Formulas.
Hint: Display a shortcut menu from the sheet tab.
8
20
You want to display the formulas and set print options so that it
will be easier to read and interpret the rental formulas on a
printout, if needed.
On the Formulas worksheet, display cell formulas, and set
options to print gridlines and headings.
Hint: Use the Formulas tab on the ribbon.
5
21
Save and close Exp19_Excel_Ch01_ML1_Rentals.xlsx. Exit
Excel. Submit the file as directed.
0
Total Points
100
Created On: 11/02/2020 1 Exp19_Excel_Ch01_ML1 -
Rentals 1.2