In “Emotion Regulation: Current Status and Prospects”, Gross (in press) reviews the state of the art in modern emotion regulation research and presents a new model of emotion regulation. We applaud the extended process model (Gross, in press), as part of a more general push towards more dynamic conceptions of emotion regulation. At the same time, we feel that the field still has a long way to go before it can provide a satisfactory account of people’s emotion-regulatory dynamics. The extended process model and its conceptual cousins maintain that emotion regulation is driven by mental representations like goals and “valuation systems” (Gross, in press). In our view, such static representations do not adequately explain the dynamic nature of emotion regulation. To tackle this problem, we propose a situated cognition approach, which treats emotion regulation as an activity that emerges dynamically from people’s interactions with their environment.