Can Guilt Make You Happy? - Deepstash

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SOM.YALE

Can Guilt Make You Happy?

Can Guilt Make You Happy?

insights.som.yale.edu

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Doing something you shouldn't

Guilt is considered to be a negative emotion - a sense that you've done something wrong.

But, there is a special kind of enjoyment that comes from doing something you shouldn't do. For example, eating a forbidden chocolate bar can boost pleasure.

The connection between guilt and pleasure could be powerful for marketers. Appealing to a negative attribute that is connected to pleasure can be more effective at persuading people than directly talking about positive attributes.

We may think our choices are rational, but...

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