Millions of people actively avoid feeling happy because they think it will cause something disastrous to happen to them, according to new research.
People across the world shy away from it because of the belief it leads to unhappiness and other unfortunate consequences that outweigh the benefits of such positive emotions.
In both Western and Eastern cultures, some sidestep happiness because they are convinced it makes them a worse person and others may see them as selfish, boring or shallow.
People in non-Western cultures, such as Iran and neighbouring countries, worry their peers, an 'evil eye' or some other supernatural deity may resent their happiness and they will eventually suffer any number of severe consequences.
Psychologists Dr Mohsen Joshanloo and Dr Dan Weijers said: "Many individuals and cultures do tend to be averse to some forms of happiness, especially when taken to the extreme, for many different reasons.
"Some of the beliefs about the negative consequences of happiness seem to be exaggerations, often spurred by superstition or timeless advice on how to enjoy a pleasant or prosperous life.
"However, considering the inevitable individual differences in regards to even dominant cultural trends, no culture can be expected to unanimously hold any of these beliefs."
The researchers at the Victoria University of Wellington, New Zealand, said being pleased with your lot is more likely to be the ultimate goal of westerners, than people from other cultures.
The analysis published in Springer's Journal of Happiness Studies is the first to review the concept of aversion to emotional satisfaction, and looks at why various communities react differently to feelings of well being.
Dr Joshanloo and Dr Weijers said it is "a cultural phenomena" that for some individuals happiness is not a supreme value.
The researchers believe being raised in a culture that does not value happiness could encourage a person to back away from it. And while avoiding it exists in both Western and non Western cultures, it is more valued in the West.
In America, it is almost taken for granted happiness is one of the most important values guiding people's lives. Western cultures are more driven by an urge to maximize happiness and minimize sadness.
Failing to appear happy is often a cause for concern. Its value is echoed through Western positive psychology and research on subjective well being.
But in non Western cultures it is less valued. The ideals of harmony and conformity are often at odds with the pursuit of personal happiness and the endorsement of individualistic values.
For instance, studies have shown East Asians are more inclined than Westerners to believe it is inappropriate to express happiness in many social situations. Similarly, Japanese are less inclined to savour positive emotions than Americans.