Much discussion of emotions and related topics is riddled with confusion because different authors use the key expressions with different meanings. Some confuse the concept of "emotion" with the more general concept of "affect", which covers other things besides emotions, including moods, attitudes, desires, preferences, intentions, dislikes, etc. Moreover researchers have different goals: some are concerned with understanding natural phenomena, while others are more concerned with producing useful artifacts, e.g. synthetic entertainment agents, sympathetic machine interfaces, and the like. We address this confusion by showing how "architecture-based" concepts can extend and refine our pre-theoretical concepts in ways that make them more us...