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So yeah, Magnestic design with you know just a nice phrase because it really puts together how important emotion is.

And if we think about basic human emotion, the model that I've used in the book is of these

eight basic human emotions and because of loss aversion

five of the eight are what we call survival emotions though fear, anger, disgust, shame and sadness.

They're all things that we do anything to avoid

and that's actually helped us to survive.

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