People are fearful of entering into some transaction that's going to make them feel like a fool. People really experience it as being like a hit to their sense of dignity or status. And then I think a resulting sense of anger that comes after this. So there's this sort of cluster of incredibly unpleasant emotions where you are fearful about this experience happening, then you feel humiliated,. You feel an intense sense of regret and then possibly you feel really angry.

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