Emotional Response

I see on an online newspaper two headlines: Earthquake on other side of the world… Minor celebrity injured in a car crash… Which do I click?

I get two letters in the post, one from a charity asking for a small amount of money to help people in extreme poverty… or an attractive little brochure from a local supermarket with free recipes to brighten up your summer kitchen ideas… which letter do I open?

In both of the above cases, the least serious and more peripheral is the one I’m more likely to open. Why? Because we want to be happy… and we want to relate to an individual perspective, because we are individuals…

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