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THINKING FAST AND SLOW - Commented Book
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Intensity Matching
An underlying scale of intensity allows matching across diverse dimensions. If crimes were colors, murder would be a deeper shade of red than theft. For a politician, for example, a candidate's political future can range from the low of she will be defeated in the primary to a high of being president one day. The almost complete neglect of quantity in such emotional contexts has been confirmed many times.
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