Basic emotions
When you're building out your solution and setting up your marketing, think about what emotional values your customers are chasing. Then make them feel it.
The eight basic emotions paired in opposites are: Joy — Sadness, Anger — Fear, Trust — Distrust, Surprise — Anticipation.
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There are six basic emotions
In the 1960s, researchers started to study facial expressions that matched six basic emotions: happiness, sadness, anger, surprise, fear, and disgust.
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Basic emotions like anger, surprise, disgust, joy, fear and sadness are thought to be universal, and a naturally-occuring reflexive response to a given situation, event or circumstance.
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