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…to make informed decisions we need to somehow experience and understand the emotional state we will be in at the other side of the experience.

While emotional response is often very important, for products and services that have specs quality is usually regarded by consumers as the most important consideration that should guide choices.

…when consumers are immersed in rational information, the relative role of these emotions is reduced.

It is difficult to escape the focus of our own attention – difficult to consider what it is we may not be considering – and this is one of the reasons why we so often mispredict our emotional responses to future events.

…when people are prevented from feeling an emotion in the present, they become temporarily unable to predict how they will feel in the future.

Future events may request access to the emotional areas of our brains, but current events almost always get the right of way.

Explanation robs events of their emotional impact because it makes them seem likely and allows us to stop thinking about them.

…focusing on negative emotions, particularly when they don’t serve their primary purpose of promoting problem-solving, exacts a high cost: you spend a lot of time feeling crummy even if your life is pretty good.

…whenever you engage in a creative activity, you boost your level of positive emotion, which in turn literally widens your attentional range, giving you more material to work with.

Attending to pleasure is a reward in itself, but savoring also boosts your quotient of positive emotion, which in turn expands your focus and may confer health benefits…