I do not mean to state the all actions are considered the same in the affect, but that there is a definite scale of emotional response in our bodies biochemistry as well as physically measurable reactions to stimuli. What is considered fun, exciting, boring, scary... is a matter of personal preferance developed through the instinctual and learned experiance of each line, so to say totally subjective is incorrect.
I guess we could get really confused if we tried, I love to hate loving hate... We know in general how to tailor responses (even subconsious ones) how they can be aroused and manipulated, this is how physcologists treat many patients, although it is still a trial and error much of the time due to the variety within emotional response...