Beliefs about whether emotions Should be controlled and Can be controlled are two beliefs about controlling emotions. Because past research has generally examined Should and Can emotion control beliefs only separately and in general terms, that is, without reference to aspects of emotions (e.g., valence, response channel), three crucial questions remain unanswered: (a) Are these two beliefs distinct types of emotion control beliefs, and, within each belief, (b) are they distinguished by and (c) do they differ across aspects of emotion? To advance measurement and understanding of emotion control beliefs, I created the Beliefs about Emotion Control Inventory (BECI), which measures Should and Can emotion control beliefs across valence (positive vs. negative) and channel (behavior vs. experience). Two preregistered studies with large student (Study 1A/1B, Ns=430/1,112) and non-student adult (Study 2: N=1,319) samples that varied in age (largely 18-25 vs. distributed across 18-71) and gender (predominantly women vs. equal men and women), revealed results consistent with the preregistered hypotheses. Specifically, Should and Can emotion control beliefs were distinct types of beliefs that were distinguished by and differed as a function of valence and channel. Should emotion control beliefs were stronger (i.e., higher means) for experience (vs. behavior), negative (vs. positive) emotions, and experience (vs. behavior) differences were larger for negative (vs. positive) emotions. Can emotion control beliefs were stronger for behavior (vs. experience), but similar across valence. In each study, (a) age was linked with stronger Can, but not Should, emotion control beliefs, and (b) men held stronger Should and Can emotion control beliefs than women, especially for Should beliefs. Our results suggest that peoples’ beliefs about whether emotions Can and Should be controlled are distinct beliefs, distinguished by and vary in different ways across valence and response channel, and influenced by both age and gender.