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Emotions/Feelings are data

technical It is envisaged that the lexicon and the classification scheme will find application in consumer research and in brand and product development.

Emotions, Integrity, and Wisdom Joe Edelman

.... emotions are estimates of that which furthers man’s values or threatens them, that which is for him or against him—lightning calculators giving him the sum of his profit or loss.


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for instance, Contrarian and conspiracy theories