Introduction

Your magnetic desire was, in just a nice phrase, because it really puts together how important emotion is. And if we think about basic human emotions, am you know, the model i have used in the book is of these eight basic human emotions. Because of loss aversion, five of the eight are what we call survival emotions. So fear, anger, disgust, shame and sadness. They're all things that we do thing to avoid. At the other end of the spectrum are love and trust on one and then joy and excitement. Then in between those two sets of emotions is surprise.